What with cafepress and other such companies offering such easy manufacture of t-shirts and whatnot, a lot of website communities now have "stores" of that sort. I question whether a generic "Fantasy" store would serve a small enough niche to effectively deal with such an environment. It might be better to focus your marketing even more, possibly on the mudding community or maybe only the mud on which you are most active.
I do like your t-shirt ideas, though.
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