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I can’t wait to share the stage with these wonderful people—and I can’t wait to share my story with all of you on my #IAmBecoming tour! I’ll be having conversations with some of my dearest friends, women who have had my back since before anyone knew my name, and trailblazers who make me laugh and inspire me every day. Can’t wait to kick things off in my hometown!

A post shared by Michelle Obama (@michelleobama) on Oct 30, 2018 at 11:03am PDT

Whether you’re a fan of former President Barack Obama and First Lady Michelle Obama or not, you have to admit: the Obama brand has staying power.

Latest testimony to that? The former First Lady’s just-released memoir, Becoming, sold 725,000 copies on the first day of its release. Fittingly, there’s a line of Becoming-themed merchandise to help build buzz around the memoir and Michelle Obama’s supporting book tour.

Items include T-Shirts, caps, mugs, a hoodie, a denim jacket, a notebook, a pencil set, onesies, a bookmark, an enamel pin set, a tote, a keychain and more. Certain products feature inspirational quotes form the United States’ first African-American First Lady, such as “Work To Create The World As It Should Be” and “When They Go Low, We Go High.”

Unisex long sleeve sweater available for $60 at https://becomingmichelleobamashop.com/

Proceeds from sales of the swag will reportedly benefit the Global Girls Alliance, an Obama Foundation program that seeks to empower adolescent girls around the world through education. Some analysts say the merch – and its mission – is a brilliant move.

Michelle Obama's Merch May Be Her Best Book Tour Investment. Proceeds benefit the Global Girls Alliance #MichelleObama #BecomingMichelleObama #booktour https://t.co/kdOLtozTCa

— Keri Henderson (@KeriLHenderson) November 16, 2018

Below are more samples from the Becoming collection. We’ll leave politics out and simply note that this is a compelling example of the essential role promotional products play in effective marketing. After all, one of the world’s most famous, iconic women is using promo products to do good and promote her brand and book.

We might have spent a cute coin on @MichelleObama’s #Becoming merch! When in Inglewood! pic.twitter.com/Fu1hfp1m2D

— Hello Beautiful (@HelloBeautiful) November 16, 2018

Michelle Obama has a #Becoming merch collection, and we want everything: https://t.co/upKCtiehQK pic.twitter.com/q9MjeUOxSz

— O The Oprah Magazine (@oprahmagazine) November 15, 2018

Enamel Pin Set. Available for $20 from https://becomingmichelleobamashop.com/

Becoming-logoed metal keychain available for $15 from https://becomingmichelleobamashop.com/

Available for $35 from https://becomingmichelleobamashop.com/

Available for $35 from https://becomingmichelleobamashop.com/