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Royal Wedding Driving Majestic Sales of Memorabilia


Sale of everything from commemorative tea tins to condoms could top $42 million

 

TREVOSE, PAApril 22, 2011 – The upcoming nuptials of England’s William and Kate is causing a royal run on wedding-related memorabilia and promotional products.

The Advertising Specialty Institute (ASI) today reported manufacturers are churning out mugs, plates and commemorative pens along with William & Catherine compacts, ashtrays, shot glasses, book marks, reusable bags and car flags.

A report from ASI’s Counselor magazine says more irreverent promotions include a commemorative plate reading “Thanks for the free day off,” a “Keep Calm and Marry On” poster and “Kiss Me Kate” beer. Retailers and suppliers and distributors of promotional products are capitalizing on the April 29 royal wedding through a variety of products suitable for all occasions.

Click here for a Counselor news story from London on the promotional trend and click here for a reporter’s blog with photos of some of the products.

“A royal wedding presents the perfect opportunity for commemorative products that people will cherish for a lifetime,” said Timothy M. Andrews, ASI president and CEO. 

Annette Scott, CEO of Promota, a trade association for the ad specialty industry in the UK, said products such as flags, pens, hats and mugs are perfect giveaways at community parties or business events. Interest is so high, Promota created a website where suppliers can upload images of wedding related products, such as commemorative coaster sets and crystal diamonds, engraved with the couple’s image.

The Telegraph newspaper reports the sale of royal wedding merchandise could top $42.5 million.

James Biggin, co-owner of Yorkshire-based Steel City Marketing, said clients are buying up branded paper crowns, handflags and decorated bunting to incorporate into events they are hosting to correspond with the celebration.

Lucy Stuart, co-owner of Norfolk, UK-based distributor S R Print and Design, has filled orders for mugs and small flags for wedding-themed events or in gift bags. The breadth of products available, Stuart said, has made this occasion the biggest for promotional product consumer sales since the change of the millennium in 2000.

About ASI
The Advertising Specialty Institute is the largest education, media and marketing organization serving the advertising specialty industry, with a membership of 26,000 distributor firms (sellers) and supplier firms (manufacturers) of advertising specialties. Visit
ASI at www.asicentral.com and on Facebook, Twitter, LinkedIn, YouTube and the CEO’s blog.

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