During its E3 2021 presentation, Microsoft closed the show with an unexpected product: an official mini fridge modeled after the Xbox Series X. The company said the Xbox Mini Fridge will be available by the end of the year, but it did not disclose a price.
Presentation played as a mock epic product reveal
The promotional video reserved for the end of the conference was staged like a major launch. Epic music, sweeping landscape shots and the line “For the first time in Xbox history” set up the impression of a significant new release before the reveal revealed the joke.
From meme to merchandise
The Xbox Mini Fridge is Microsoft’s tongue-in-cheek response to internet memes comparing the Xbox Series X console’s tall, rectangular shape to a refrigerator. The company has leaned into that joke rather than ignoring it.
Background: a limited full-size fridge came earlier
This is not Microsoft’s first refrigerator-related item. In 2020 the company produced a limited number of full-size units called the Xbox Series X Fridge. Those special refrigerators mirrored the console’s appearance, included neon lighting and even played the Xbox startup sound when the door was opened. Only a small number were made and they were distributed to select partners.
Who might buy the mini fridge
Microsoft appears to have designed the mini fridge for fans who wanted the look of the earlier full-size Xbox Series X Fridge but could not obtain one. While the smaller unit is not the same as the limited fridge, it can serve as a decorative piece and chill cans.
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