Xbox Dabbles In the Kitchen Appliance Space

A first for Xbox, the gaming brand is set to launch the "world's most powerful mini fridge" this holiday season.

June 15, 2021

Photo by: Xbox/YouTube

Xbox/YouTube

An Xbox … refrigerator?

As odd as that may sound, a mini fridge inspired by the popular gaming system is expected to go on sale later this year, just in time for the 2021 holiday season. Microsoft, which created and owns Xbox, confirmed the upcoming arrival of the mini fridge on June 13, as the company was wrapping up its E3 2021 showcase.

While Microsoft hasn’t yet revealed exactly when the mini fridge will debut or how much it will cost, the brand did release a brief video teasing the new product on YouTube. The one-minute clip calls this product a “new system that leaves others cold” and boasts that it is “world’s most powerful mini-fridge.”

The teaser, which has already gotten nearly two million views, also shares a peek at the mini fridge, which is sleek and, not surprisingly, very similar to an Xbox. While the outside of the fridge is black, there is a small Xbox logo on the top left corner of the door that glows white. The interior of the fridge, on the other hand, is bright green and boasts three shelves for storage. There’s also a small storage compartment on the interior side of the door, which is green as well.

According to the teaser video, this fridge, which is the first of its kind, will be equipped with

“Xbox Velocity Cooling Architecture,” presumably so your drinks and snacks will always stay cool. Additionally, the top of the mini fridge features a green and black circular pattern.

Seemingly predicting that some consumers may have doubts about this upcoming product, the teaser includes the declarative text: “Yes, this is really happening.”

And while it might seem strange that Xbox is launching its own fridge, this endeavor actually isn’t completely out of left field.

In April, Xbox participated in Twitter's #BestOfTweets brand bracket challenge and beat out Skittles in order to nab the top spot. At the time, Xbox marketing exec Aaron Greenberg shared that if Xbox bested Skittles in the Twitter rankings, Xbox Series X mini fridges would follow. In other words, Greenberg is simply following through on an epic promise.

“Thanks to everyone who voted, this was down to the wire and thrilling to follow,” he tweeted in April. “Now that @Xbox won, we will move forward on our promise to make those Xbox Series X Mini Fridges.”

He added: “First one off the line will be filled with games & headed to our friends @Skittles of course!”

While it’s possible that the mini fridges were already in the works when Greenberg initially tweeted, that’s a pretty impressive turnaround time!

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