2023-05-03 11:16:52
Long pre-empted by the Crown, the production of goodies royals has been overtaken by globalization. ADRIAN DENNIS – AFP
British souvenir merchants are counting on the coronation of King Charles to boost sales of royal goodies, eight months after the Queen’s death.
Mugs, coins, t-shirts, statuettes… Just go to the first London souvenir shop to measure the popularity of these derivative products made with the effigy of members of the royal family. According to data from the Center for Retail Research (CRR), admirers of the dynasty would have spent more than 280 million pounds on such products during the Platinum Jubilee of Elizabeth II last June. The days following the death of the queen, on September 8, several objects bearing the effigy of the monarch had found themselves out of stock on Amazon, such as the famous plastic statuette called “Solar Queen”. The coronation of Charles III, celebrated this Saturday in the British capital, should in turn delight trinket merchants. But will the new king be as salesy as his late mother?
According to estimates by the Center for Retail Research, the coronation of Charles III is expected to generate nearly £246 million in merchandise sales. Slightly less than the commercial box recorded during the Queen’s platinum jubilee. The organization expects fans of the monarchy to spend nearly £20 million on flags and table accessories and over £35 million on coronation-themed books and DVDs.
Coins, jewelry and mugs are also expected to top sales. The official crown store, which exclusively sells objects from British craftsmanship, is already displaying numerous stock shortages and promises restocking, without specifying a date.
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A true tradition
The enthusiasm testifies to the robustness of this business specific to Great Britain. “There is a real Windsor dynasty tradition of creating merchandising around members of the royal family“, explains the historian Kevin Guillot, creator of a website and a Youtube channel dedicated to the British monarchy. During the reign of George II, as industrial technologies developed, it became possible to transfer images onto pottery. The British then hastened to produce mugs bearing the image of the king.
In 1887, Queen Victoria’s Golden Jubilee gave rise to the production of commemorative coins. “But it was with Elizabeth II that the trend was accentuated“, notes Kevin Guillot. The commercialization of the royal image then becomes a policy in its own right of the palace. Long pre-empted by the Crown, the production of goodies royals has finally been overtaken by globalization and souvenir merchants of all kinds.
Kevin Guillot himself owns an online store where derivative products bearing the effigy of members of the British monarchy are sold. “It is still too early to judge the commercial potential of Charles III“assures the founder, who nevertheless believes that”Charles remains less popular than his mother“. According to the Crown specialist, tourists around the world continue to flock to items bearing the image of the late Queen, rather than goodies representing King Charles. “We are still in a period of mourning, of transition. Tourists want to leave Britain with a collector’s item of the legendary Queen“, he explains.
The French, in particular, seem to have chosen their side. “Even at home, where we are less fond of monarchy, the attachment to Elizabeth II is still strongobserves the historian. Conversely, Charles’ popularity is struggling to take off in France. Kevin Guillot thinks he knows why. “The Diana figure still hovering in Francehe says. On my networks, I receive a lot of comments that tease Charles for his conduct vis-à-vis his ex-wife».
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The succession of Kate and William
Will the business of royal goodies find a second wind after the disappearance of Elizabeth II? “It is certain that Queen Elizabeth had an exceptional popularity, unequaled on a world scale.“, emphasizes Kevin Guillot. “When we go to Belgium or Spain, we do not leave with cups bearing the effigy of the monarchs“, he notes. But to continue to export around the world, the royal family has a trump card: the couple formed by Prince William and Kate Middleton. “Buckingam Palace knows that they are the ones who will take up the merchandising torch, says Kevin Guillot, who is about to publish a book on the Prince of Wales. “The Crown is waiting for William to become king to capitalize on the new generation“, he believes.
The issue is far from being anecdotal. Economically first, since each royal event boosts sales of the official Buckingham store, and those of the thousands of souvenir stalls in the country. Then politically. “Merchandise promotes the British monarchy around the world, believes Kevin Guillot. However, according to him, Great Britain is counting on the enthusiasm aroused by the royal family for “counterbalance the growing isolation of the country on the economic and international scene“. Shaken by a deep social crisis linked to inflation, the United Kingdom is also weakened by the deleterious consequences of Brexit and the weakening of the Commonwealth.
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