detaro makes some good points, and you’re right it’s totally possible for some things to be designed for selling merch. I agree that it’s really up to the game makers.

At this point, I think it’s more about IP and who your target is. If your target is general audience/kids, you could probably sell a whole variety of merch, even if it’s not directly tied to the game. But if the target is hardcore gamers (collectibles, exclusive t-shirts, memorabilia, etc), the market seems smaller.