With action figures, and branded controllers arriving just in time for the September 25th launch, Fox is poised to capitalize on all that hype with "a broad array of products, from books to apparel to collectible merchandise." But don't expect it to stop there! Elie Dekel, exec VP of domestic licensing for Fox, "said he's confident his division can continue to sell licensed products in the next few years until a fourth Halo game comes out." Or maybe, if they sell enough Master Chief underwear, they'll just keep going until the movie comes out. Eventually.