Xbox Game Studios opens official merch shop for Halo, Forza, Sea of Thieves, Avowed, and more

Microsoft has launched an official Xbox Game Studios Shop, giving fans one central place to buy merchandise based on Xbox’s first party games. The store includes items tied to franchises such as Halo, Forza, Sea of Thieves, Grounded, Avowed, Hellblade 2, Age of Empires, and more, with Gears of War and Fable merchandise listed as coming soon.

The shop is starting with a relatively small collection, mostly focused on clothing and everyday items. The current lineup includes t shirts, hoodies, mugs, phone cases, drinkware, hats, and similar gear. Microsoft says the collection will expand over time, especially around major game moments during the year.

Microsoft is starting small and plans to expand the shop based on player feedback

The idea is simple. Xbox already owns a large library of recognizable game brands, but its official merchandise has often felt scattered. A dedicated Xbox Game Studios Shop gives Microsoft a cleaner way to sell branded items and keep fans connected to its franchises outside the games themselves.

For now, Halo and Forza appear to have the strongest presence in the early selection. That makes sense because both are among Xbox’s most recognizable names, and Forza Horizon 6 is currently one of Microsoft’s biggest releases of the year. One highlighted item is a Forza Horizon 6 Discover Japan hoodie, priced at $74.99, with shipping adding extra cost depending on the region.

The absence of Gears and Fable items at launch is notable, but not surprising. Both franchises are expected to be important for Xbox’s near future. Gears of War: E Day is likely to get a major marketing push, and Fable is still planned for 2026. Holding back merchandise for those games could allow Microsoft to launch new products around trailers, release dates, showcases, or special editions.

The pricing may be the main criticism. Some fans are already pointing out that $75 for a hoodie or $30 for a t shirt feels high, especially when shipping is added. That could limit the appeal for casual buyers. The shop may work best for collectors and fans who want official designs rather than cheaper third party alternatives.

Still, the move makes sense for Xbox. Merchandise helps turn games into lifestyle brands, and Microsoft has enough franchises to support a dedicated store. Nintendo, PlayStation, and major publishers already benefit from official merch, so Xbox giving its first party games a more visible retail space feels overdue.

The shop also gives Microsoft a flexible way to support new releases. If a major game launches, the company can add themed apparel, accessories, or collectibles without relying only on outside partners. That could be useful for big releases like Forza Horizon 6, Fable, Gears of War: E Day, and future Halo projects.

The current selection may not satisfy everyone, especially fans hoping for deeper cuts like Banjo Kazooie, Psychonauts, Killer Instinct, or older Rare franchises. But Microsoft says the shop will grow, so the early lineup should be treated as a starting point rather than the full plan.

For Xbox fans, this is a small but logical expansion of the brand. The shop does not change the games themselves, but it gives Microsoft a better way to promote its first party lineup and lets fans support their favorite franchises through official merch.