Don't know who would control the publishing rights to books or marketing rights to something like action figures. But whoever it is, is missing out on a revenue stream. I would buy the books and the action figures.
That would be Bethesda, the current owner of the Fallout franchise. If they wanted to release a line of Fallout action figures, books, comics for example then they would talk to reputable companies such as DC or Diamond Select and grant them a licence to produce a line of figures/comics. Bethesda would then take a percentage of sales.
Like Star Trek for example, Paramount/CBS grant a licence to said companies and take a percentage. Eidos do the same with Tomb Raider related merchandise and so on (i suppose it's SquareEnix Europe now
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