Ubisoft is making game related merchandise that they want you to buy. It's not lame keychains and plushies either. Ubisoft calls this stuff "premium, limited-edition merchandise," and it comes from their most popular franchises including Assassin’s Creed, Might & Magic, Tom Clancy’s Ghost Recon and more. UbiCollectibles are available exclusively through UbiShop, Ubisoft’s web store.
They're serious when they say limited. The Ezio’s Fury statuette is limited to 2,000. A polyresin figure of Michael from Might and Magic Heroes VI is even more limited at 500 available. Even the Ghost Recon production team t-shirts, worn at E3 by the staff, are in limited supply.
Of course, beyond these Ubicollectibes offerings there's a bunch of games and other merchandise available at the Ubishop. Pre-orders have started in Europe and I'm sure the US store will follow soon.