Overview
- Selfridges launched the GTA 6 takeover at its Bond Street/Oxford Street Corner Shop on Monday, putting more than 60 branded items on sale in-store and online.
- More than half the range is reported as Selfridges-exclusive and online demand produced queues of over 100,000 people with some items already sold out.
- The most expensive piece is a £2,500 Grand Theft Auto 6 varsity jacket that was reported sold out alongside other early sell-throughs.
- The merchandise spans themed collections — Vice City Manatees, Vice City Narcos and Burger Shot — plus novelty items such as plushies, a dartboard, sports gear and an ashtray.
- The Selfridges activation is part of Rockstar’s wider real-world campaign that will peak with the Miami Heat rebrand event on November 18 and the GTA 6 release on November 19, and it underlines the studio’s push for brand-extension revenue and hype ahead of launch.