Anniversary of Elizabeth II or the Platinum Derivatives Trading

Traditionally popular, royal cups, spoons and other items bearing the image of the royal family will be selling like hot cakes for this historic event.

Magnets, cups, coins, spoons, plates, tea caddy, pens, photos, bags…, products with the image of the royal family and especially Queen Elizabeth II are an established tradition in Great Britain. And a very lucrative business.

But with the organization of the Platinum Jubilee in honor of the 70th anniversary of the reign of the indestructible monarch, this company takes on another dimension. Specialty stores in London and across the country have stocked up on this memorabilia as sales will be exceptional.

The anniversaries are major events across the Channel, for the British as well as for the tens of thousands of foreign tourists who have flocked to London for the event. A total of 12 million people are expected in the kingdom’s capital this Thursday.

240 million euros turnover for the previous anniversary

So there is clearly something for all tastes and for all budgets. From a few euros for a key ring to several hundred euros for tableware decorated with platinum, from dog clothes to porcelain bells, from specialty beers to boxes of biscuits…: professionals multiply the references. Most are mass-produced in China, others in limited series (especially porcelain) and can become collectors.

Items depicting the Queen in a souvenir shop
Objects with the image of the Queen in a souvenir shop © DR

It must be said that the stakes are high: for all these souvenir shops, the anniversary could represent 20 to 30% of their annual turnover.

The previous anniversaries give us an idea of ​​this company: in 2012 for the 60-year reign of Elizabeth II (Diamond Jubilee), these derivative products had a turnover of 240 million euros, of which 145 million in London alone, according to the Center for Retail Research.

The Center for Retail Research estimates Britons will spend more than $356 million this year. If these numbers are confirmed this year (they could be boosted by online sales), it will be a relief for the UK economy, whose consumption is currently held back by galloping inflation.

Traditionally, this market for royal objects already yields 20 million euros per year. And you should know that the royal family does not receive any income related to these sales.

A network of shops and a royal merchant site

On the other hand, the Windsors have a network of shops (Halcyon Days) selling products made by British craftsmen associated with the Crown, mainly luxury china tableware from Stoke-on-Trent. The most beautiful and beautiful in the country.

So don’t expect objects made in China for a few euros in this royal brand. But rather teapots at 410 euros or plates at 170 euros… High prices that should make it possible to preserve this local craftsmanship.

Example of a porcelain plate sold on Halcyon Days
Example of a porcelain plate sold at Halcyon Days © Halcyon Days

The royal family has also launched an online store. No kitsch here either, but top items: porcelain, jewellery, champagne… but also cookies for small budgets. And at the time of writing, the sale is “on hold due to unprecedented demand.” Sales whose turnover is jealously kept secret…

Royal family merchant site paralyzed by a request
The royal family’s merchant site paralyzed by “unprecedented” demand © BFM Business
A porcelain corgi for the Queen's jubilee.
A porcelain corgi for the Queen’s jubilee. © Screenshot – Goviers

As these commemorative activities are mainly based on specialist shops, there are dozens of them in London alone (but these products are all over the UK), some big brands have decided to try and attend the event.

Brands want their piece of the pie

For example, watchmaker Swatch is launching a limited series of its Gent watch, christened for the occasion How majestic† You can see a representation of the monarch accompanied by her famous corgi. It is sold for 100 euros.

Swatch watch with the image of the queen
Swatch watch with the effigy of the queen © Swatch

Mattel, for his part, unveiled a Barbie with the effigy of the Queen to “pay tribute to Her Majesty Queen Elizabeth II, the monarch with the longest reign in British history (…). Since her coronation in 1953, she has been leading her life of public service with duty and humanitarian effort, uniting the nation in celebration, reflection and community.” The price: 88 euros.

The Elizabeth II Barbie
The Elizabeth II Barbie © Mattel

If Elizabeth II has become a brand, if the range of products is huge, it is also not possible to do anything. Limits have been set, so it is impossible (in theory, but in practice it is different) to sell towels, tea towels and other bibs with the image of the monarch. Unthinkable to smear the Queen’s face! On the other hand, the royal 18 euro dishwashing liquid does exist…

Olivier Chicheportiche Journalist BFM Business

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