Microsoft is making the most of its market-leading backwards compatibility feature by delving into its Xbox 360 back catalogue.
As spotted on Reddit, some games (in this instance, Fallout 3 and Doom 3) have been reprinted and put into an Xbox One style box. The cover banner has both the Xbox 360 and Xbox One logos.
It also seems as if some Xbox 360 games that aren't in the new packaging now carry additional branding highlighting their Xbox One compatibility.
Microsoft is constantly updating its Xbox One backwards compatible catalogue, and it makes sense for them to try and press home this feature at retail.
It's not yet known whether we're going to see similar branding here in the UK, or if other publishers aside from Bethesda are on board.