I wouldn't mind them selling mercahndise, the fact that it's targeted at little kids is what pisses me off.
How many kids do you reckon would understand complex RPG Mechanics?, or appreciate large quantities of dialogue options?, or enjoy character building and world design? or would get references to mature topics like drugs and prostitution?
I bet you that most kids would probably not care so long as they get to shoot stuff.
It shows blatantly that Bethesda is targeting an audience that Fallout should never target, and will only contribute to the streamlining and dumbing-down that Bethesda does to all there series.