Video game merch is nothing new. It's been with us since the dawn of, well, video games. But in a quest for more cash money (and brand awareness), Sony Europe will be going merch mad.
Sony Computer Entertainment Europe have employed a company called Target Entertainment, who will be acting as "consumer product licensing agent" for not only the PlayStation brand, but for Sony first-party games as well.
What does this mean, exactly? It means Target will be shopping Sony gaming IPs around anywhere and everywhere, George Lucas style, in an attempt to flood the market with PlayStation merchandise.
So you can expect not just the obvious, like clothing and toys, but the less obvious, like Sony-branded houseware and Sony-branded... stationery.
Franchises specifically mentioned by Sony were Ratchet & Clank and LittleBigPlanet, but there's surely room for Killzone stone grills and Uncharted BBQ aprons, featuring a gun belt and an untucked shirt.