The Most Popular Merch of All Time: The Fan Favourites that made History

By Phil Goodman, CEO of the British Promotional Merchandising Association

With the British Promotional Merchandise Association (BPMA) celebrating their 60^th birthday this year, we thought it would be a wonderful opportunity to hear about the history of promotional merchandise. Recently, we sat down with the CEO of the BPMA, Phil Goodman, and discussed his thoughts surrounding the most popular promotional merchandise of all time. Here’s what he had to say.

Q1. What are some of the most iconic promotional merchandise items in history, and what made them so successful?

Often, it is those items that engage us and are memorable when we are growing up, that leave the largest legacy. For children of the 70’s it could be a Smash Martian character, a Homepride ‘Fred’ or perhaps it was seeing a parent drinking from a Babycham glass? If the 80’s was your era, then maybe you opened your first bank account because you really wanted a Nat West piggybank? And if you grew up in the 90’s, you may remember most fondly the Happy Meal toy from McDonalds. All of these items now evoke a sense of nostalgia to those who were around when they rose to popularity, showing the true success promotional merchandise can bring.

Q2. How has promotional merchandise evolved over the years and what trends have shaped popularity?

The essence of promotional merchandise has always been finding the most effective ‘carrier’ for a brand message. Clearly today, the necessity for the material to be as sustainable as possible is integral, and we have seen huge innovation in material development and product design, but at the heart of our industry is the process of giving and receiving. It’s a natural human emotion to get pleasure out of both, so the consequence of that exchange between a brand and a recipient is ‘happiness’. We shouldn’t forget that. We are an industry that can make ‘happy’ happen.

Q3. What industries have been the most effective in using promotional products to increase brand loyalty?

Historically, merchandise was seen as the domain of fast-moving consumer goods (FMCG) brands. More recently institutions such as schools and colleges, political parties, sports organisations and major corporates are using merchandise items to engage and create relationships with their own audiences. However, any industries who choose to use promotional merchandise, have the opportunity to increase their brand loyalty.

Q4. Are there any unique items that became unexpectedly popular and what do you think the case is for this popularity?

Merchandise has been associated with trends almost since the industry was born. For example, the popularity of buttons covering denim jackets and parkas in the 70’s, to fidget spinners more recently. These items were all born out of promotional merchandise. Indeed, the first ever item of promotional merchandise is widely regarded to be a button produced to commemorate the election of George Washington in 1789, which started a trend even back then.

Q5. With the rise of digital marketing, how do you think physical promotional products still hold value in promoting brands?

In a digital world, the power of a physical ‘thing’ can be very effective. Most digital engagements are fleeting, and often soon forgotten. Carrying a water bottle with you wherever you go, using a notebook with a brand message on the cover, enjoying a coffee from a branded travel mug or slipping on a t-shirt carrying a brand message are all more permanent brand opportunities.

Q6. What are key factors that make a promotional item truly memorable for consumers?

Firstly, the item being ‘of use’ to the recipient is key. If it is of use, then it is likely to be retained and cherished.

Secondly, using messaging that goes beyond just a logo can be effective. Perhaps the item reinforces an advertising campaign, or it reflects a character from an ad, film or TV show?

Finally, quality. Matching a recipient’s expectations of ‘retail’ quality will help ensure the item is kept forever, plus it reflects the quality of the brand or organisation that provided the item.

If you want to learn more about the BPMA, please visit their website here: https://bpma.co.uk/.