Introduction

Shakespeare merchandise is at the forefront of any of the ubiquitous add-on and upselling that goes on at the business end of Heritage. Unlike many establishments that simply reproduce swathes of generic spoon-and-thimble fare with the odd teatowel thrown in, a great deal of Shakespeare related goods are well thought out, often quite witty takes on the man and his works. There are three main outlets for the Shakespeare brand that will form the central sources for the goods blogged here, each representing the best of what is available in terms of Shakespeare merchandise. That is not to say that I will disregard other places but these three establishments will provide the benchmark for future entries.

 

The Shakespeare Gift Shop in Stratford-upon-Avon, outlet for the Birthplace Trust leans towards the classics aimed at a global market, toward visitors who may not necessarily have a specific interest in Shakespeare. The merchandise reflects history, rather than drama, a broad sweep of items that reflect the physical remnants of Shakespeare - the properties, the Folios, the portraits, quill pens. All of which is supplemented with ephemera relating to the more esoteric qualities associated with the Bard, such as Englishness (tea, gardens, cats).

The Royal Shakespeare Theatre, also in Stratford-upon-Avon, produces more collectable items in that its range is seasonal, depending on the repertoire. Items are produced as souvenirs of a production, rather than of Shakespeare himself. Merchandise here is also tied into a more national iconography, or reflect popular culture; thus, Shakespeare's characters are represented as a map of the London Underground, badges echo the Twilight movie franchise with the choice of 'Team Capulet' or 'Team Montague' reflecting the 'Team Jacob' or 'Team Edward' of the film's main characters. Merchandise here is also tiered, perhaps unwittingly, into age-appropriate categories and even gender-specific ranges. Thus, for A Midsummer Night's Dream, one can reasonably assume the merchandise is aimed at the older woman with its scarves, understated jewellery and pocket mirrors. A range of goods with the quotation 'Though she be but little, she is fierce' seems to be aimed at girls whilst the same range bearing the quotation 'Prone to mischief' is for boys, as intimated by the striking colour schemes:

Merchandise from the RST and the Globe Theatre in London shares many features of performance and theatre itself. They offer what might be called props - the Globe sells a skull, tying in with its 'Alas, poor Yorick' range. This is also an example of how the Globe can offer a witty take of Shakespeare merchandise. Alongside goods emblazoned with 'Once more unto the breach dear friends' that one might expect from a tie-in with Henry V, the Yorick range is an example of how merchandise can provide a concise expression of the director's vision; or even, a marker as to how the play is viewed in popular culture. In this case, with its meditations upon death, a memento mori.