GTA 6 Takes Over Selfridges in London as More Than 100,000 Queue Online for Merch

Selfridges opened a Grand Theft Auto 6 pop up at its flagship London store on Monday morning, ten days before the game goes on sale. The outside of the Oxford Street building was lit in the colours of the game, and the window displays were rebuilt around the launch, with a sports car parked in one window, Video Games Chronicle and Radio Times reported. VGC reported that the Manchester store opened its own version of the pop up on the same morning.

Inside, the store is selling more than 60 pieces of Grand Theft Auto 6 merchandise. The range covers jackets, t-shirts, caps, bags and mugs, and it stretches to dartboards, pins, basketball sets, keychains and luggage tags, according to the full list published by VGC. More than half of the items are exclusive to Selfridges.

The prices run from 5 pounds to 2,500 pounds

The most expensive item is the Goodtime State Varsity Jacket at 2,500 pounds, about 3,350 dollars. A black varsity jacket costs 1,750 pounds. At the other end of the list, a GTA 6 shot glass costs 5 pounds, keychains cost 8 and 12 pounds, and a mug costs 15 pounds. A Vice City Manatees football costs 80 pounds, and the GTA VI Winmau Dartboard Set costs 275 pounds, VGC reported.

Push Square, which covered the launch on Monday afternoon, called the pricing hard to defend and pointed to the same 2,500 pound jacket and a leather Burger Shot takeaway bag at 125 pounds. The prices did not slow demand. The range also went on sale on the Selfridges website on Monday morning, and both VGC and Radio Times reported an online queue of more than 100,000 people, with some items already sold out.

One stop in a world tour of launch events

The London pop up is one piece of a much larger launch campaign. VGC reported that Rockstar has spent the past month turning parts of Miami, the real city behind the fictional Vice City, into scenes from the game, opening versions of in game restaurant chains and putting sports cars on display. The NBA team the Miami Heat will play as Vice City for one night on November 18, the eve of the launch, in an event called A Night In Vice City.

VGC reported that the Selfridges pop up will run until November 28. Shoppers who miss the exclusive items in London still have the standard Rockstar range, and the game itself is close.

Grand Theft Auto 6 launches on November 19, 2026 for PlayStation 5 and Xbox Series X/S. It is the first major new single player release from Rockstar Games since Red Dead Redemption 2, which arrived on PlayStation 4 and Xbox One in 2018.