"Waaaaah the shop doesn't stock enough items"
*The club gets in a bunch of standard football club merch*
"Waaah but it's all just unbranded rubbish."
*The club starts selling branded stuff like Monopoly, top trumps and expands the Hummel range*
"Waaaaah it's all too expensive and not exactly what I want. Why don't they just get that person who broke countless copyright rules to do it..."
Get a grip people, football merch costs a premium, especially if you get branded stuff made in small batches. Some of the stuff has been a bit weird but at least they are trying