That Old-Time Religion

Bless me Father, for I have extended my brand. For years now, the Vatican Library has offered licensing opportunities in categories including collectibles, giftware, apparel, funeral urns, and jewelry. Who wouldn’t look lovely in a pair of Vatican Library Collection two-tone crystal starburst earrings? Last year the Vatican Observatory got in on the act, signing with a new licensing agent to extend the Vatican brand even further.

Martyn Tipping was interviewed about the Vatican brand extensions for the Soho House magazine. In an article called “Merch the Church,” Martyn commented, “Selling papal pardons was pure brand licensing. ‘Don’t get any old pardon — get a certified pardon from the Pope.’ It’s the same premium you pay to have Hugo Boss on your trainers.”

For the full article in House, click here.