Aquariums are finding cool ways to bring the sea to life inside their gift shops.
National and state parks are stocking jewelry with nature themes for outdoors lovers.
Museums are sourcing apparel to align with their exhibits and missions.
Designed to energize and stocked to engage, Great Lakes Science Center’s ever-changing inventory gives guests a way to extend their experience.
Designed to energize and stocked to engage, Great Lakes Science Center’s gift shop has an ever-changing inventory that gives guests a way to extend their experience.
These shops come in all different sizes yet all have vibes that match the attraction they support with sea-themed plush and sustainable gifts among the most popular souvenirs at aquarium gift shops.
EDITOR’S LETTER
Make SGN your travel companion at upcoming shows.
RETAILER ROADMAP
Discover the stores featured in this issue.
FRESH IDEAS
Arctic animals, national parks, rainbows, Easter, personalized gifts
NEWS BRIEFS
Several museum stores debut revamped gift shops.
ATTRACTION ACTION
Create a statement with your retail programs.
SAVVY SHOPKEEPING
Five strategies for a successful peak season in the new year.
TREND TALK
Leverage nostalgia to drive sales at your gift shop.
TRADE SHOW CALENDAR
Make plans to attend these upcoming trade shows.
TRADE SHOW NEWS
Coverage from past and upcoming trade shows.
PRODUCT SHOWCASE
Get fresh new product ideas for your store.
AD INDEX
Easily locate an advertiser’s ad and website. 8 12 14 24 28 30 32 78 80 86 88 34 42
NEXT EXIT: Corn Palace
This spot attracts tourists to check out all-things corny.
PRODUCT TREND: Jewelry at Parks
Nature themes and ties to the area perform well at park gift shops.
RETAILER SPOTLIGHT: Lake Art
This Lake Wallenpaupack shop has many original gifts and souvenirs.
PRODUCT TREND: Museum Apparel
Apparel and accessories tie to the exhibits and the museums’ missions.
SUNSHINE AWARD: Denver Museum of Nature & Science
The museum’s gift shop finds ways to give back with its merchandise.
The clock has barely struck midnight on the start of 2025 and already retail buyers and wholesale vendors are gearing up for the busy trade show season. You may be one of our over 49,500 print issue or digital edition recipients who’ve been delivered a copy of the magazine in one form or another, or you may have just decided to pick up a copy of the magazine at one of the various shows where we distribute our publication.
Either way, I invite you to flip through the pages and make sure you are studying the articles and the advertisements inside. No, there won’t be a test. But there will be information that will help you as you make your way up and down the aisles.
First, you’ll learn about what is selling at destination retail locations just like yours among the feature articles and product-focused editorial pages you are reading. You’ll also come across dozens of advertisements featuring suppliers who carry products for stores that cater to the tourist crowd. Odds are you’ll see a wholesale company you are interested in who’s exhibiting at the very show you are attending. Please be sure to stop by and also let them know that you found them because of their ad in Souvenirs, Gifts & Novelties.
Wherever this show season takes you, I hope you have a great time and find product lines that will bring you much success in 2025. And when you need to put your feet up or when you get back home, refer back to your copy of SGN and brush up on those merchandising skills, trending products and discover new ideas. It doesn’t cost a thing.
You can subscribe to the magazine or renew your existing subscription as required once a year to ensure delivery at www.sgnmag.com/subscribe. SGN
Published six times a year by: Breakwall Publishing LLC 3593 Medina Rd. #117, Medina, OH 44256 800-705-6833
Subscriptions and address changes: Souvenirs, Gifts & Novelties magazine P.O. Box 3000, Denville, NJ 07834 subscriptions@breakwallpublishing.com 800-705-6833, Ext. 1
KAREN CARR
PUBLISHER & CREATIVE DIRECTOR karen@breakwallpublishing.com 800-705-6833, Ext. 701 Direct: 330-591-2575
KRISTIN ELY EXECUTIVE EDITOR & CONFERENCE DIRECTOR kristin@breakwallpublishing.com 800-705-6833, Ext. 702 Direct: 858-684-7744
MEGAN SMALLEY ASSOCIATE EDITOR megan@breakwallpublishing.com 800-705-6833, Ext. 704
KRISTEN HAMPSHIRE CONTRIBUTING EDITOR kristen@breakwallpublishing.com 800-705-6833, Ext. 710
DEBBY CLARKE AD PRODUCTION MANAGER & GRAPHIC DESIGNER debby@breakwallpublishing.com 800-705-6833, Ext. 705
KATIE TURNER AD PRODUCTION COORDINATOR & PRODUCTS EDITOR katie@breakwallpublishing.com 800-705-6833, Ext. 709
COLUMNISTS
TOMMY BROWN, MELODY CABAN, KATHY CRUZ
LARRY WHITE MARKETING DIRECTOR larry@breakwallpublishing.com 800-705-6833, Ext. 708 Direct: 610-324-2100
DEBBY NICHOLS SALES MANAGER debbynichols@breakwallpublishing.com 800-705-6833, Ext. 706 Direct: 859-321-8770
KRISTI MASSEY SALES MANAGER kristi@breakwallpublishing.com 800-705-6833, Ext. 703 Direct: 209-230-3698
LEE WHITE SALES MANAGER lee@breakwallpublishing.com 800-705-6833, Ext. 707 Direct: 215-798-3878
CIRCULATION
GREGORY WOLF, RUSSELL MARTH
Entire contents copyright 2025
Breakwall Publishing LLC. All rights reserved. Materials in this publication may not be reproduced without written permission from the publisher.
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Souvenirs, Gifts & Novelties interviews retailers in popular destinations all over the United States. These are the stores featured in the January-February 2025 issue.
Belle Isle Aquarium
Detroit, MI
Aly Melnik
Corn Palace
Mitchell, SD
Jennifer Haddon
Denver Museum of Nature & Science
Denver, CO
Gretchen Watrous
Great Lakes Science Center
Cleveland, OH
Amanda Taunt
Amanda DeSena
International Spy Museum
Washington, D.C.
Aliza Bran
Johnny Cash Museum
Nashville, TN
Whitney Gibson
Lake Art
Hawley, PA
Rob Kobrzynski
Maui Ocean Center
Wailuku, HI
Leona Silva
Milwaukee Art Museum
Milwaukee, WI
Karen Brandolino
Petrified Forest Trading Company
Petrified Forest, AZ
Lawrence Yazzie
South Dakota Air & Space Museum
Box Elder, SD
Natalie Frazier
Starved Rock State Park Gift Shop
Oglesby, IL
Hannah Condon
Texas State Aquarium
Corpus Christi, TX
Amy Corral
Virginia Aquarium & Marine Science Center
Virginia Beach, VA
Vicki Krauter
West Virginia State Parks Shops Davis, WV
Jessica Dolin
1. Beacon Design: Puffins name-drop ornament, www.beacondesign.com; 2. EarthArt International: Polar bear long-sleeve shirt, www.earthinternational.com; 3. Desperate Enterprises: Wolf experience metal sign, www.desperate.com; 4. Cape Shore: Moosethemed dipped mug, www.cape-shore.com; 5. First and Main: 7-inch Floppy Friends Myles Moose plush, www.firstandmain.com; 6. Kerusso: Men’s bear cap, wholesale.kerusso.com; 7. Little Critterz: Mini porcelain polar bear, www.littlecritterz.com; 8. A.T. Storrs: Wild Pearle penguin abalone earrings, www.atstorrs.com; 9. Dynasty Gallery: Orca whale on wave glass figurine, www.dynastygallery.com.
1. Impulse Souvenirs: Bryce Canyon National Park cap, www.impulsesouvenirs.com; 2. Better Magnets: Smoky Mountain poster magnet, www.bettermagnets.com; 3. All Roads Taken: Adventure Badge adhesive, www.allroadstaken.com; 4. McGovern Outdoor: Grand Teton triangle map T-shirt, www.mcgovernoutdoor.com; 5. Travel Stamps: Great Smoky Mountain National Park vinyl sticker, www.travelstamps.com; 6. Lantern Press: Grand Canyon National Park vinyl sticker, wholesale.lanternpress.com; 7. Audra Azoury Design: Yosemite ornament, www.audraazoury.com; 8. Hiker Booty: California national parks map, www.hikerbooty.com; 9. Tourist Courts: Rocky Mountain National Park recycled wood emblem keyring, www.touristcourts.com.
1. Rustic Marlin: Rainbow heart keychain, www.rmretailer.com; 2. Squishable: Rainbow Squishable, www.squishable.com; 3. The Giving Rainbow: Good Vibes wood and yarn magnet craft kit, www.jetheart.com; 4. Pirani Life: Ombre insulated stackable tumbler, www.pirani.life; 5. Boo Boo Buddies: Rainbow and cloud bandages, www.boo-boobuddies.com; 6. Maple Landmark: Spiral wind spinner, www.maplelandmark.com; 7. Cool Jewels: Gold chain rainbow Best Friends pendants, www.cooljewels.com; 8. A to Z Towels: 30-inch by 60-inch rainbow reversible velour towel, www.atoztowels.com; 9. Pocket Socks: Rainbow Mens Pocket Socks, www.pocketsocks.com.
1. Uncommon Flame: Easter eggs candle, www.uncommonflame.com; 2. Jilzarah: Story of Easter kids’ bracelet, www.jilzarah.com; 3. Avery Lane Gifts: Colorful bunny Peeps ceramic coffee mug, www.averylanegifts.com; 4. Capsmith: Big Eye Action CritterChick, moves when you press its feet, lined with fleece, www.capsmith.com; 5. Iconic Quilling: 4-inch by 4-inch bunny card, www.iconicquilling.com; 6. Primitives by Kathy: Bunny magnet set, www.primitivesbykathy.com; 7. Melissa Lew: Tulip necklace with 18-inch chain, www.melissalew.com; 8. Mud Pie: Three Bunnies Patch towel, made of 100% cotton, www.mudpie.com; 9. The Petting Zoo: Nuggetz chick plush, www.pettingzooplush.com.
1. Wheeler Manufacturing: Uniquely You Abigail ring, www.wheelerjewelry.com; 2. Kurt Adler: 3.25-inch Santa Nice & Naughty List ornaments, www.kurtadler.com; 3. Mulberry Studios: Bottle Buster fridge magnet coaster, www.mulberrystudios.com; 4. Wayne Carver: Teddy bear with personalized T-shirt, www.waynecarver.com; 5. Holden International: Personalized bar sign, www.holdenintl.us; 6. Global SWIBCO Inc.: Colorful friendship bracelet, www.getpinnacle.com; 7. Bucket Wonders: Personalized coaster magnets, www.bucketwonders.com; 8. LaserGifts: Legacy knife, www.lasergifts.com; 9. Scandical: Personalized mugs, www.scandical.com.
Town Pride, a wholesale vendor known for its products that feature local love with name-drop collections, has partnered with Candym Enterprises Ltd. to expand its offerings to Canada. Candym Enterprises is based in Markham, Ontario, and serves as a large distributor of home decor, garden, Christmas decor, home fragrance, baby accessories and gifts.
With a shared vision in innovation, integrity, customer satisfaction and fulfillment, Candym shares that it is excited to bring Town Pride to its customers in Canada, including independent gift stores, collegiate shops, country clubs, hospitality, corporate gifting and national parks. Candym is known for offering beautiful and affordable giftware to Canadian retailers.
Town Pride merchandise will be available as of Jan. 2. Candym says custom orders of Town Pride merchandise will be available to ship to stores approximately six weeks from date of order. For more information on Town Pride product available in Canada, visit www.candym.com.
The Milwaukee Art Museum debuted a remodeled, larger store to the public Nov. 20, 2024. The remodel more than doubled the size of the shop and expanded its product selection.
“It had been a dream of ours to expand and update. This project has been in the works for some time, and we’re thrilled it’s becoming a reality,” says Karen Brandolino, director of retail operations. “The store’s refreshed direction was designed with our fabulous patrons in mind, solidifying the museum store’s position as the most artful shopping destination in Milwaukee.”
The new store extends to a second level and includes the museum’s Quadracci Suite, a space that features Santiago Calatrava’s signature organic architecture. The first level features an original Calatrava-designed oval cabinet and more museum merchandise, including apparel and gifts for creative kids. The second floor welcomes back the original Calatrava-designed pearwood display case with a large selection of high-end jewelry, home decor, art books and designer objects.
Brandolino adds that the store’s larger footprint has allowed the shop to expand its merchandise selection, including jewelry, museum store merchandise and designer goods.
The museum has also launched a refreshed online store. MAMstore.org features a contemporary design, exclusive inventory and an enhanced shopper experience. The online MAMstore features a custom print shop where visitors can order custom-framed, archival-quality prints of artwork.
Wheeler Manufacturing Co., headquartered in Lemmon, South Dakota, released its Made for Adventure jewelry line in December 2025. The new collection encourages embracing the great outdoors while donating a percentage of proceeds to nature conservation organizations. The collection features beautiful, quality pieces at affordable price points. The company says the nature-inspired designs will captivate buyers with floral elements, crystals and natural materials coupled with looks of traditional gold and silver. Made for Adventure includes bracelets, earrings, necklaces and anklets for a cohesive look.
Currently, more than 200 pieces make up the Made for Adventure collection. The line is anticipated to be nationwide by spring of 2025 in travel destinations and souvenir shops.
P. Graham Dunn has announced it has officially joined forces with Creative Brands, an industry leader in gift and inspirational products as of November 2024.
“As we work through the transition, there may be some unavoidable service interruptions, but we remain committed and prepared for exhaustive efforts to minimize any inconveniences,” the company stated in a letter to its customers.
“Please rest assured that our team is here to support you every step of the way. We will keep you updated on developments and new offerings as we integrate our operations.”
The company says it will have a new catalog and order fulfillment in place by Jan. 1, with a keen eye on its fall releases, which will be filled with
the beloved classics, as well as new innovations and diversified offerings across new categories.
P. Graham Dunn was founded in 1976 by Peter Dunn in Dalton, Ohio. The family owned and operated company focused on providing high quality wood products to both the Christian and gift retail market.
Last September, P. Graham Dunn notified the Ohio Department of Job & Family Services that it would have to lay off 92 employees at its Dalton, Ohio, facility as a result of the sale.
Creative Brands, founded in 1948, is a distribution, importing and manufacturing firm with eight distinct catalogs selling to an assortment of retailers across the country.
The company is a wholly owned
subsidiary of CBC Group, which is headquartered in Phoenix.
Paul DiGiovanni, president of Creative Brands, says, “We are thrilled to be a part of the future direction of this wonderful P. Graham Dunn brand. The P. Graham Dunn team have combined vision and hard work to build this unique gift brand and we look forward to offering this exclusive grouping of quality wood and gift products to our new combined customer base.”
Kerusso adds two to executive team Kerusso, an inspirational apparel company headquartered in Berryville, Arkansas, has appointed two new vice presidents to its team. Dave Buck is returning as the company’s vice president of sales, gift & specialty and key accounts, and Andy Carpenter is joining as vice president of marketing and e-commerce.
Buck has over 35 years of sales execution and leadership. After spending a large part of his career at Hallmark and its subsidiary, DaySpring, he came to Kerusso the first time as vice president of sales, focusing on Christian retail and traditional brick-and-mortar customers, helping the company to grow and serve independent retailers and regional chains.
“I am so very excited about joining Team Kerusso,” he shares. “While previously working in the faith-based apparel industry, I’ve always had great admiration and respect for Kerusso designs and merchandising solutions. While I have been privileged to sell and manage different products and teams, joining a company that lives the mission of proclaiming the good news of Christ is something I knew I wanted to be a part of. I am highly motivated and humbled to work together to push our sales to new heights.”
Carpenter is an expert marketing strategist, joining Kerusso with a proven track record in driving digital transformation, optimizing customer experiences and growing e-commerce businesses. Throughout his career, he has held key leadership and marketing strategy positions with brands such as Vera Bradley, Salt Life, Natural Life, Steelcase, Baby Einstein and Barco Uniforms.
The National Park Service has selected Explor Peaks of Otter LLC, a subsidiary of ExplorUS, to operate visitor services at Peaks of Otter Lodge on the Blue Ridge Parkway in Bedford, Virginia, under a 10-year concession contract.
The current concession contractor, DNC Parks and Resorts at Peaks of Otter Inc., has provided services at Peaks of Otter since 2013.
Peaks of Otter Lodge includes a three-building, 63-room lodge, restaurant, lounge and Country Store gift shop adjacent to the National Park Service visitor center as well as the Sharp Top Store near the National Park Service operated campground. Peaks of Otter will transition to the new concessionaire in early 2025. ExplorUS says the transition will not affect visitors.
On Veteran’s Day 2024, the South Dakota Air & Space Museum paid tribute to veterans and the Box Elder, South Dakota, community alike by reopening a renovated gift shop.
Gift Shop Manager Natalie Frazier says the museum had been closed for maintenance and updates for about two years, which was
also exacerbated by the COVID-19 pandemic. The museum officially reopened in June 2024, and it hired Frazier in July as gift shop manager to help reopen the shop.
“This gift shop had been a gem of this community,” she says. “It was once very grandiose, a place where active duty, veterans and civilians came to support military history that we have in this area.”
Frazier says the new shop is small compared with what it used to be years ago, but she notes that she’s focused on providing a very finely curated selection of merchandise for guests, including some shirts, patches, stickers, drinkware and other
souvenirs tied to the Ellsworth Air Force Base and the exhibits on-site.
Frazier adds that she’s passionate about helping the Box Elder community as well as both active duty and retired members of the military through her role at the South Dakota Air & Space Museum.
“It’s a blessing since this community has given me, my family and friends so much,” she says. “I’m a daughter of a veteran, and my husband serves. Getting to pour back into the community we adore so much is something I’m thankful for. It’s been a long time coming to get the shop up, and I’m happy it’s open. People are enjoying it.”
Miami-based Extol Accessories has announced that its Beadworx and Beyond Borders brands have been officially approved as members of the Fair Trade Federation.
The recognition highlights Extol’s dedication to ethical business practices, transparency and fair-trade principles in the global marketplace.
Beadworx and Beyond Borders specialize in handcrafted, artisanal creations that celebrate the vibrant cultures of their makers. Each piece has a unique story while providing a sustainable income for artisans.
The Fair Trade Federation verifies companies committed to fostering safe and empowering work environments for artisans. Through this partnership, Beadworx and Beyond Borders reaffirm their mission to promoting sustainable livelihoods for artisans in Haitian communities.
Woman-owned, veteran-operated soy candle company Uncommon Flame has partnered with lifestyle brand Old Guys Rule to launch a line of premium pure soy candles to celebrate life’s experienced adventurers.
“We’re excited to bring these new candles to our retail and wholesale customers,” says Kate Taylor, co-owner of Uncommon Flame. “These candles make the perfect gift for the special men in your life — whether fathers, sons, husbands, grandfathers, uncles or any other cherished gentleman. They are the ultimate guy gift.”
Uncommon Flame says the partnership unites two brands committed to quality and authenticity. Each candle in the collection features Old Guys Rule’s signature style combined with Uncommon Flame’s 100% soy wax candle formulation and distinctive label designs.
BY TOMMY BROWN
With the new year here, it’s important to consider new retail programs for you to sell more merchandise. A retail program is creating shared art through many different products.
For example, you can create the same art on a T-shirt, travel mug, keyring, hat or magnet. By using supporting products, you can create a merchandise statement, and statements sell merchandise.
In the retail attractions world, we always have a featured ride or exhibit within our institutions. As a buyer, take inspiration from your attraction and develop artwork around that ride or exhibit. Once you have that amazing artwork developed, place it on a T-shirt.
By using supporting products, you can create a merchandise statement, and statements sell merchandise.
Start with just the new T-shirt design and test the public’s response. Sometimes you may think you have a million-dollar design, only to find out the public does not respond to it. Always test the art before committing to a retail program. You never want to be stuck with a whole program that does not sell.
After you analyze your retail numbers on that test design, if it meets your expectations, you can start orders
for the supporting merchandise. Keep in mind that there will be some turnaround time on getting these products. Always work with trusted suppliers that can quickly turn around these products.
You can always keep adding to your merchandise statement as the goods come into your shop. Entice guests with signs that say, “Check back soon for new exciting items!”
Also consider limiting pieces in the merchandise program and create a level of exclusivity to these products. For example, maybe only “members/passholders” can buy a special pin in the program. Make these “invited” guests feel special while they provide funds back to an attraction they love.
When you have most of your retail program stock in store, create a backdrop with the same artwork. Use the backdrop to “wow” your guests and pull attention to your merchandise statement.
Support that statement with two forms in front of the backdrop on a table and place the supporting merchandise around the forms. Use two T-stands with shirts to balance the display on each side of the table. Keep your statement simple, with only five to seven different retail items. Be sure to track each item and use the data to determine what sells well. Also use this data for your next retail program.
Retail programs are sure to be revenue winners. Now go create something amazing! SGN
TOMMY BROWN has been in RETAIL MANAGEMENT for over 30 years. He has worked for Dillard’s, Sears, and Six Flags Inc. and is currently with the SAINT LOUIS ZOO. He is a past ZAG vice president and can be reached at tbrown@stlzoo.org.
BY KATHY CRUZ
The peak season for souvenir and gift shops in tourist areas is a critical time to maximize sales and build relationships with customers. To make the most of the busy months, it’s essential to plan well ahead of time to anticipate demand, streamline operations and create a memorable shopping experience. Here are five strategies to help you plan for your best peak season in 2025.
1ANALYZE PAST DATA TO PREDICT DEMAND. Having a data-informed approach is invaluable when planning for your peak season. Start by reviewing sales data from last year’s peak season. Look for patterns in your topselling products, peak days and busiest times. You can often pull reports from a point-of-sale system to see which items were your bestsellers, and which days or hours saw the highest foot traffic.
Following these five strategies will help position you for a profitable peak season in 2025.
Knowing what worked (and what didn’t) can help you optimize stock levels.
A SEASONAL CALENDAR FOR EVENTS. A promotional calendar is essential to keep your store top-of-mind for tourists. Think of promotions that can capture attention and drive foot traffic to your shop.
Outline these events in a calendar with clear dates for promotions, decorations and staffing needs. Plan social media campaigns, email marketing campaigns and store signage to promote these events.
YOUR STORE LAYOUT. A well-organized store layout can enhance the shopping experience and increase sales. Arrange high-demand or seasonal items near the entrance to immediately catch the eye of new customers. Consider creating attractive displays of “hot picks” or curated gift sections. Grouping items that pair well together, such as themed gift bundles or souvenir sets, can encourage larger purchases and make it easier for customers to find what they need.
APPROPRIATELY. Having adequate staffing is key for peak season. Review last year’s sales data to identify peak hours and days, then plan your staffing schedule accordingly.
A DIGITAL MARKETING STRATEGY. Tourists often rely on digital resources to find local attractions and shops, so a solid digital marketing plan can be a game-changer. Update your Google Business profile with current hours, photos and special events you’re hosting.
Following these five strategies will help position you for a profitable peak season in 2025. Proactive planning and attention to detail can make all the difference in transforming a busy season into a successful one. SGN
KATHY CRUZ is a RETAIL BUSINESS COACH and host of the SAVVY SHOPKEEPER RETAIL PODCAST. Reach her via email at: kathy@savvyshopkeeper.com. Learn more on her website, www.savvyshopkeeper.com and Instagram @savvyshopkeeper.
BY MELODY CABAN
Remember the thrill of cracking open a fresh Trapper Keeper or the hypnotic glow of a Tamagotchi keychain? For millennials and Gen Z, these aren’t just dusty relics of the past, but they trigger warm, fuzzy nostalgia.
And guess what? This isn’t just a sentimental trip down memory lane. It’s a powerful marketing force that savvy retailers can leverage to boost sales and create a loyal customer base.
EMBRACE THE ’90S AESTHETIC
The ’90s were a vibrant era with a distinct visual identity: bold neon colors, geometric patterns and grunge.
Nostalgia isn’t just for millennials and Gen Z — it’s a universal emotion that spans generations.
In a recent study, Kantar found that 52% of 12- to 29-year-old consumers prefer classic brands and 81% enjoy brands that bring back childhood products and trends. Find ways to stock retro items, such as classic toys, throwback-inspired fashion and vintage home goods.
CHANNEL POP CULTURE ICONS
From iconic video game characters to pop bands, the ’90s and early 2000s yielded many iconic characters. Feature these beloved figures on merchandise, from home decor to notebooks and T-shirts. Licensed brands are working with your favorite vendors to dream up a dose of nostalgia.
Give your customers a chance to relive their childhood dreams with classic toys that have a modern twist. Think limited-edition building block sets featuring popular movies and pop culture icons.
According to Circana, a market research company, U.S. adults accounted for over 17% of total toy sales in 2023. This is all part of the “kidult” economy, where adults embrace their inner child and indulge in nostalgic merchandise.
Nostalgia isn’t just for millennials and Gen Z — it’s a universal emotion that spans generations. Create opportunities for parents to share their childhood favorites with their kids. Host “Retro Night” events to bring families together and foster cross-generational connections.
Nostalgia marketing is about tapping into an emotional connection and creating a sense of belonging. By catering to the nostalgia of millennials and Gen Z, you’re not just selling products. You’re selling a feeling.
Your store and products can offer a chance to reconnect with happy memories and create new ones.
Here’s the bottom line: Nostalgia marketing is here to stay. By embracing it, stores can build a loyal customer base, generate buzz and ultimately boost sales. Dust off those throwback favorites and rewind your way to retail success. SGN
MELODY CABAN is founder of MELODY CABAN CONSULTING, a Latina-owned consulting service that cracks an urgent problem facing museums. Learn more at www.melodycabanconsulting.com.
STORY BY KRISTEN HAMPSHIRE
Designed to energize and stocked to engage, Great Lakes Science Center’s ever-changing inventory gives guests a way to extend their experience.
Take-homes that engage and continue igniting curiosity long after guests’ visit to Great Lakes Science Center in Cleveland offer ways to celebrate all things STEM while marking a fun-filled family excursion to one of USA Today’s 2024 Readers’ Choice 10Best Museums.
“The shop plays an integral role in the visitor journey,” says Amanda Taunt, vice president of operations, who oversees the 2,200-square-foot space that is prominently positioned at the museum’s entry. “It provides a really nice complement and it’s basically a way to take your visit home.”
The Science Store contracts with Event Network for curated purchasing that aligns with revolving exhibits, branded staples including apparel and a wide selection of NASA merchandise. The museum is one of 11 NASA Visitor Centers and the only NASA Glenn Visitor Center in the world.
“It’s a bright, fun, energizing space that you immediately spot — it’s all glassed in and visitors gravitate to the shop,” says Taunt.
Creating connections from exhibit experiences to the retail environment is a priority, which calls for an ever-evolving inventory
of souvenirs and gifts in an array of themes, price points and age groups, from early childhood to the young at heart.
A recent top seller is an astronaut helmet. “It’s a helmet you put on and every time I walk past the display, there is always a kid there trying one on,” Taunt says.
Also, there is an engaging display of NASA logo items from apparel to water bottles, a space shuttle play set, solar system block set and freeze-dried foods such as ice cream and strawberries.
Essentially, the store is an extension of an engaging, hands-on time discovering ever-changing wonders within the museum. “We make sure we have products that support a mission to bring STEM to life,” says
DeSena, a retail director with Event Network who manages the Great Lakes Science Center Store.
For example, “Dogs! A Science Tail” installation runs through March 30 and allows guests to explore the world through a dog’s perspective with interactive exhibits such as a “Jeopawdy” quiz game and a display that allows visitors to walk a dog through a virtual community.
DeSena and team coordinated merchandise accordingly in the spotlight display with views from the doorway, entry hall and beyond. Products include a “Dogopoly” game, hooded blankets, books, apparel, plush at various price points including $15 for a barking pooch, and ever-popular cool socks. “The socks feature dogs dressed like scientists,” describes DeSena, relating that products target every age. Get your Pomeranian or Pug stress ball here.
Collaborating with Event Network for special occasions allows The Science Store to create special presentations, kiosks and mini stores filled with specific merchandise. The shop leveraged this opportunity during the April 8, 2024, total solar eclipse when Cleve-
land was in the centerline. Great Lakes Science Center staged a three-day Total Eclipse Fest with a pop-up satellite science store outdoors.
“Having that outdoor store was important because the vast majority of visitors were outside during those days, especially on April 8, and we were able to offer key items like T-shirts marking the event, kids’ apparel, and sun, moon and Earth plushies,” Taunt says. Nearly 40,000 guests stopped in during those few days.
“We needed extra gift shop capacity to manage the traffic so everything about the festival could fire on all cylinders,” says Taunt.
The collaboration with NASA was such a success, DeSena says the store will plan a repeat outdoor retail space to support other events on the calendar through summer.
Because the destination is also the official NASA Glenn Visitor Center, NASA holds staff conferences on site for team members across the
country. They can find a cool T-shirt, hoodie or goodie to take home.
“They have meetings within the building and get excited about souvenirs and gifts they might not have at their own space centers,” DeSena says of those who might travel from Texas, Washington, D.C., Florida, California and other NASA outposts.
Dynamic merchandising at The Science Store inspires a sense of wonder, and there’s more to creating an attractive display that engages guests than putting together a pretty package. Amanda DeSena, retail manager, maintains, “There’s a science to merchandising,” and no pun intended.
Displays are creatively engineered by factoring in considerations including location, display shape, sight lines, age category and the center’s feature exhibits.
“A spotlight featurette has a direct sight line to the entry hall, so if you are walking by the glass windows of our store or its doors, you’re pulled in by a display that aligns with what you’ll see during your visit,” says DeSena, pointing to the current dog display that coordinates with the “Dogs! A Science Tail” exhibit.
How displays are arranged and stacked matters.
“There is a science behind stacking and if you create a pyramid, people are drawn to that,” says DeSena.
Souvenir items positioned by the cash wrap give field trippers cost-accessible memories to take home. DeSena also plans for $10 and under products that coordinate with larger displays so kids can get excited about a more large-scale product and take home an allowance-priced version. For example, an etched glass globe that lights up and reveals the entire universe with labeled planets is available in a keychain version.
Moving merchandise to engage frequent visitors and perhaps stoke sales is also effective, DeSena says. “In the fall, I basically feng shui-ed the entire store,” she says. “You can move a product 5 or 10 feet and all of a sudden, it sells through.”
The Science Store has several plush displays that are both memorable and easy to access for kids and adults alike.
A top seller for NASA visitors and guests from the public is a crewneck sweatshirt for adults or kids with a “super-soft” inside. The front detail sells. “It’s a cute astronaut dude, nicely embroidered into the sweatshirt, flashing the peace sign,” DeSena describes. “People love that.”
The Science Store is dually arranged by theme and age group, with dedicated sections for early childhood, “blockier” toys that include LEGO sets — always a popular seller — STEM kits such as those focused on circuitry, robots and anatomy, apparel and an accessible price point area for students on field trips. A plush display begs for touch-and-feel exploration.
This dual presentation strategy allows guests to quickly find suitable categories and themes of interest. “We also pay close attention to product layout, so field trip-oriented products are at lower levels so kiddos can easily grab them,” says Taunt.
The Science Store leans on Event Network’s merchandising and vendor connections to optimize the gift shop experience. “We really value the experience of our partnership and having strong store management to make sure we have a unique, appealing range of products to offer guests,” Taunt says.
DeSena also has a middle-school aged son, David, who chimes in with what types of souvenirs he’d want to spend allowance on during a trip to the science center.
Preteens can be a tough demographic, she says. They’ve graduated from kiddie toys and plush but still want something fun to take home.
DeSena surveyed David, asking her son what he would get excited about at the store.
He pointed out logoed lanyards. A new “The Science Of” evolving display was designed to reach kids this age range. Currently, the display is The Science of Videogaming, and it’s not about screening out. Think: hands-on, educational and affordable virtual reality sets branded by Bill Nye the Science Guy for $60.
“It’s really cool to see a kid go for an item that relates to something they saw because their curiosity was triggered and they gravitate toward it.”
— AMANDA TAUNT, VICE PRESIDENT OF OPERATIONS
DeSena also mapped out a Legend of Zelda table that’s a real draw for preteen guests. Her son was especially excited about a Zelda book. Inspired by his enthusiasm, she created a table with the book as a centerpiece — “that idea has worked,” she says.
The freedom to shift displays and keep the floor fresh, pulling in the visual team and leveraging insight from peers at the science center along
with store directors in other museum destinations is something she appreciates.
Branded clothing goes quickly, DeSena adds of a wide variety of namedrop gear and souvenirs. Taunt points to the latest design that is a play on Taylor Swift’s tour and reads, “I’m in My Science Era.” T-shirts also include themes like the periodic table of elements or NASA-related designs.
While July is generally the busiest month, Great Lakes Science Center’s members visit yearround. Keeping inventory fresh is key. All told, there are 350 unique SKUs in The Science Store.
“We want the shop to look new every time a returning visitor stops in or members shop here so even if they’ve been here before, there is always something new to look at,” says Taunt.
Overall, the variety of items in the store reflects the range of experiences visitors have while visiting the museum. Taunt says, “It’s really cool to see a kid go for an item that relates to something they saw because their curiosity was triggered and they gravitate toward it.” SGN
STORY BY MEGAN SMALLEY
Sea-themed plush and sustainable gifts are among the most popular souvenirs at aquarium gift shops.
Aquarium gift shops come in all shapes and sizes, with vibes that match the attraction they support.
The Texas State Aquarium gift shop has a “fun vibe” that encourages longer visits, with many products grouped by favorite animal types to help boost sales. The shop’s placement within the aquarium is also designed to capture the attention of passersby multiple times.
“For the most part, visitors pass through our store a couple of times so we get plenty of opportunities to tease them with our products as they walk
through,” says Amy Corral, store director of the Texas State Aquarium gift shop. “Kids are already eyeballing what they are going to ask their parents for before they leave.”
Other gift shops are located near the aquarium’s entrance in hopes of attracting customers at the beginning or end of their visit. Belle Isle Aquarium, located on an island across from Detroit, operates a small gift shop near the entrance of the attraction full of merchandise tied to the aquarium and animals inside it. Although the aquarium has been around since the early 1900s, retail is a newer venture for the attraction.
Aly Melnik, development associate for Belle Isle Conservancy, explains that the attraction was shut down for about a decade in the early 2000s and has since had to revamp operations. She shares that her and her team began to experiment with retail carts inside the aquarium in the summer of 2022.
“We had mainly stuffed animals along with a few keychains and magnets that were all popular,” she says.
After debuting retail carts, Detroit-based Carhartt connected with the conservancy about supplying it with a shipping container to serve as a makeshift gift shop outside the building. The container shop debuted in April 2024.
“So far, it’s been a big success and has allowed us to expand what we’re able to sell and do,” she says, adding that she has since expanded into other categories such as souvenir apparel, drinkware, stickers and more.
Regardless of an aquarium shop’s size, shape
“We just refreshed our plush wall with dividers and shelves, and it looks great. We organize our plushies by animal type.”
— LEONA SILVA, MAUI OCEAN CENTER
or approach to merchandising, these retailers are sure to carry products that connect to the sea, with store proceeds often benefiting wildlife that’s on display.
For many aquarium retailers, plush is the No. 1 category. Customers can’t wait to buy plush of their favorite animals they saw on their visit.
Plush makes up 30% of sales at Maui Ocean Treasures, the gift shop at Maui Ocean Center in Wailuku, Hawaii. The shop carries a wide variety of plush brands, including Jellycat, Wild Republic, The Petting Zoo, Squishable, Fiesta Toy and Aurora, shares Retail Buyer Leona Silva. She says customers love plush formats of popular animals such as green sea turtles, humpback whales, tiger sharks, roosters and much more.
“We just refreshed our plush wall with dividers and shelves, and it looks great,” she notes.
“We organize our plushies by animal type. And
except for Jellycat, we feature them next to our children’s clothing line.”
Axolotl plush is trending for many zoo and aquarium gift shops, but it’s especially popular at Belle Isle Aquarium, which features several live axolotls in the aquarium.
“Axolotl plush of any and all sizes are definitely our top-selling item,” says Melnik. “Kids and adults really love them.”
At Texas State Aquarium, eco-friendly plush also appeals to customers, such The Petting Zoo’s stuffies made of recycled plastic bottles or Eco plush from Nature Planet Inc., according to Corral.
“A lot of our customers really appreciate the fact that they are made from recycled plastics,” she says.
Beyond plush, sustainably made merchandise of all types can be a hit at aquarium gift shops. Many aquarium gift shops carry merchandise made of recycled materials or items that support wildlife conservation efforts.
The Virginia Aquarium in Virginia Beach, Virginia, found a unique way to recycle and upcycle old wetsuits used by staff at the aquarium and old vinyl banners at the facility. Vicki Krauter, retail manager at the aquarium, says that the aquarium partnered with Ecologic Designs in Boulder, Colorado, last year to recycle 34 wetsuits of various sizes into souvenir cozies.
“We had them make 250 cozies, each of the two varieties with our store’s logo on it,” says Krauter.
The aquarium also worked with Ecologic Designs to upcycle seven of its vinyl marketing banners to be turned into various items such as notebooks, tote bags and wallets.
“These banners were stored by the marketing team for three years with the hope to convert them into something functional,” Krauter
says. “It goes to show how much the aquarium works to intentionally make sustainable choices.”
Aquarium retailers keep a pulse on retail trends to find products that resonate with customers.
Corral says sticker sales have gone up like crazy in recent years, joking that no one leaves with “just one sticker.” Typically, they buy five at a time.
She adds that “all things mini” are a hit lately, with mini tumblers and shot glasses being big. “We will see this mini trend grow within our product offerings in 2025,” she predicts.
Locally made crochet plush regularly sold out at Bell Isle Aquarium’s shop in 2024 as well.
“Small-batch handmade items like that tend to be really popular,” says Melnik.
She adds, “One-of-a-kind specialty items seem to excite people, and same with products that support a good mission or cause.”
Silva says Fahlo tracking bracelets have grown in popularity at Maui Ocean Treasures.
“The children really find it fun, and it supports various organizations,” she says.
And while not new, keychains and magnets are always great collectibles at aquarium gift shops. Krauter says these souvenirs are always a hit with tourists. She explains, “They are easy to travel with for out-of-town visitors.”
Personalized keychains are also popular at Texas State Aquarium’s gift shop. “We’ve tran-
sitioned away from name programs and into initial programs, which allows us to have a personal item for everyone, even those with unique names,” Corral says. “We have a great initial keychain program, and that’s now a top 10 item.”
To find aquarium-themed merchandise that will have wide-ranging appeal, Krauter says she likes to get suggestions from her staff members.
“Our buying team are very particular on uniqueness and not just being another souvenir shop,” she says. “We have local vendors and items that are out of the box.”
Melnik says she browsed Detroit-area attractions’ gift shops to get ideas prior to launching Belle Isle Aquarium’s gift shop to see what souvenirs were trending.
It’s also important to carry merchandise that’s unique to the aquarium, Silva recommends.
“Find things that are different and not carried by other shops in your area to set you apart from the competition,” she says. “Our customers also enjoy stumbling upon unexpected items that they would not expect in an aquarium gift shop — like chickens and roosters!”
Finding merchandise that ties to the aquarium’s mission is also key. Corral suggests aquarium retailers focus less on the “what” with merchandise and more on the “why” when choosing to carry something.
“Our guests don’t buy from us because they need a new mug or T-shirt. They buy because of the purpose behind the products,” says Corral. “What we sell is less important than why we sell it.” SGN
“Find things that are different and not carried by other shops in your area to set you apart from the competition.”
— ALY MELNIK, BELLE ISLE CONSERVANCY
STORY BY KRISTEN HAMPSHIRE
This corny Spot atTracts tourists from around the world to experience events, see corn murals and shop for all-things corn.
The world’s only Corn Palace is in Mitchell, South Dakota. The year-round attraction draws more than a half million tourists each year who come to see elaborate corn murals that change every year.
Ear by ear, corn is nailed to the palace to create memorable scenes such as Famous South Dakotans and Wonders of the World.
This “agricultural showplace” is home to festivals, banquets, bull riding, a circus, tournaments, concerts and is billed by USA Today as a top 10 place in America for high school basketball. It’s also a free attraction, making it a draw for tourists from all over. Above all, it’s a corny yet cool place to visit.
The gift shop across the street offers just about “every corn-related souvenir you can imagine,” says Jennifer Haddon, tourism retail director.
Visitors can go on Corn Palace tours led by local high school and college students who are proud to show off their hometown’s landmark. Tourist season kicks off once school’s out through Labor Day weekend, and tour bus traffic continues through November.
The main gift shop is open all year, and Haddon opens a pop-up shop on the Corn Palace’s basketball court to accommodate summer traffic.
“People are so mesmerized with the Corn Palace,” explains Haddon. “It makes us all appreciate what we have in town.”
QWhat ‘corny’ items can visitors find in the Corn Palace gift shop?
AOur staple product is Dakota Brothers Popcorn and it’s displayed right when you walk in. It’s our signature snack and ‘always a popping good time’ with go-tos like a Micro Ear that you pop right on the cob.
We have our amazing book of 100 corny jokes, clothing, magnets, stickers, ornaments and items for the kitchen like cob-shaped salt-and-pepper shakers.
We try to carry as much merchandise as possible that is made in South Dakota to support our local small businesses.
About 60% of the products we offer are locally made. Those include local wine with corn-themed labels, Farm Life Creamery products and Bad River Jerky, which makes a product called Pemmican. If you stay in town and visit our prehistoric Indian village, you’ll learn it’s a product the Native Americans once made.
We carry all kinds of corny-themed shirts. We carry all sizes from onesies to 4XL so we can accommodate everyone.
QHow has the shop expanded its product offerings to capture more sales and interest?
AWe keep it corny for most of our merchandise, but we are stocking more fun apparel colors for spring. We also ordered more seasonal items for holidays such as the Fourth of July and Halloween. Fall-themed items have gone over really well, and we carry holiday ornaments that people buy year-round. Those include corn husk angels, a husk Santa, a felted replica of the Corn Palace and corn-on-the-cob characters.
QAfter tourists visit and tour the Corn Palace, how do you encourage them to cross the street to your gift shop?
AOur tour guides are a driving force, and we call them ambassadors. They act as concierges for the region, too, and sell the town of Mitchell.
“People
are so mesmerized with the Corn Palace, it makes us all apPreciate what we have in town.” — Jennifer Haddon
At the end of the tour, the guides take visitors down to the basketball court pop-up shop and point them to our main gift shop across the street.
In the past, we carried the same items, but I surveyed some customers who were shopping last summer, and they said they’d like to see a different variety at the two locations. So, we will put that in place this year to encourage tourists to take in both shopping experiences. We also make sure our shop is accessible and accommodating to everyone, so it is ADA-compliant and guests in wheelchairs can easily maneuver around displays.
Our mascot Cornelia makes guest appearances and helps with the shopping experience, and our staff takes time to ask visitors where they traveled from and how they heard about the Corn Palace.
We love meeting people from all over the world. It’s fun to see people visit, learn the history of our town and how Corn Palace was built.
It’s amazing that it has been here since 1892 and we are still giving tours today. SGN
When tourists stop in a park gift shop before or after a hike, jewelry may not be the first souvenir on their minds, but this category often performs surprisingly well for these destination retailers.
“People often go in a park store with the intention of buying a shirt or a magnet to collect. They don’t tend to go looking for jewelry,” says Travis Maier, vice president of sales and marketing at Wheeler Manufacturing, which is a family-owned jewelry vendor based in Lemmon, South Dakota. But jewelry can be a great impulse buy at na-
STORY BY MEGAN SMALLEY
Jewelry with nature themes and ties to the area perform well at national and state park gift shops.
tional and state park gift shops, he says.
“I don’t know of anyone who goes into a park store looking for a nice pair of earrings, but many of these stores sell thousands of dollars of them every year,” says Maier.
The styles of jewelry that work at park stores might vary based on shop and destination. For instance, tourists visiting Arizona’s Petrified Forest National Park enjoy merchandise that incorporates petrified wood, including jewelry.
“The jewelry that sets us apart is the petrified wood jewelry,” says Lawrence Yazzie, general manager at the Petrified Forest Trading Company. “They are made locally and fit perfectly to the park.”
Yazzie adds the customers also like Navajo-made
jewelry, including necklaces, earrings, pendants and bracelets. He says they love hearing stories about how these products have been made.
Some parks feature big lodges on-site that host weddings and other formal ceremonies.
Hannah Condon, merchandise manager for Starved Rock Lodge & Conference Center in Oglesby, Illinois, explains that the lodge shop at the state park often has guests coming in for weddings and formal events as well as hikers. She says the shop has to carry some nicer costume jewelry options to serve people coming in
for a formal event.
“We sell some glitzy items with rhinestones for weddings or special events if people forgot them at home,” she shares.
No matter where a park retailer is based or the mix of clientele coming in, Condon adds that it’s important to carry jewelry guests can’t get elsewhere.
“I try to pick out things that are nice quality and unique — things you won’t find somewhere else,” she says.
Maier says he has noticed increasing demand around carrying jewelry that’s made in the USA, noting that much of Wheeler Manufacturing’s jewelry fits that bill.
“Having products made in the USA is incredibly important to a lot of national parks,” he says.
Jessica Dolin is a retail manager for 32 state park and forest shops in West Virginia. She says customers like taking home jewelry that’s locally
made or features the state outline, so she tries to carry West Virginia-made jewelry options at her shops.
“I’ll use multiple avenues to find talented artists,” she explains. “Some park managers and superintendents refer people to me. I also go to fairs and markets in West Virginia to see who I can find. Faire is a good resource. And then word of mouth is ideal for us.”
Animals and plants native to the state’s parks are also popular themes on jewelry, she adds.
“People want to take a piece of West Virginia home with them, so we find pieces that encompass West Virginia and the parks,” says Dolin.
Katherine Kornblau, founder of KJK Jewelry, says anything featuring gemstones tends to be popular at park stores and botanical shops.
“We’re seeing a surge in popularity for jade,” she says. “Amethyst is another stone we see strong sales in.”
Kornblau says park retailers will want to carry some jewelry that highlights the park’s flora as well. “For a national park in the desert, people will want cacti. Have a full range of flora represented for customers.”
“People want to take a piece of West Virginia home with them, so we find pieces that encompass West Virginia and the parks.”
— JESSICA DOLIN, WEST VIRGINIA STATE PARKS
Melissa Lew offers 10 jewelry collections, many of which feature popular public lands, fauna and aquatic life. Lew also released a national parks line in the past year with designs that reflect these destinations. She says it’s important for park retailers to select jewelry designs that tie to landmarks, animals and other elements that can be found in the park.
“Storytelling is a powerful tool in merchandising — we
crave meaning and connections,” she says. “You can tell your park’s story through a carefully curated collection of designs inspired by landmarks and the animals and plants that call your park home versus generic merchandise.”
Park visitors also appreciate products that give back to environmental causes, including jewelry.
Lexie Detzel, associate buyer for Greenwood Village, Colorado-based Xanterra Travel Collection, buys merchandise for dozens of stores, including some national park shops. She says she has noticed high demand for sustainable merchandise.
“We focus on sustainability both in our products, how items are packaged as well as how they can be recycled,” she says.
Detzel says customers also like to buy cause-focused merchandise.
“A popular trend we are seeing right now are giveback programs,” she says. “A few years ago, Pura Vida was very popular for giving back, and now we are seeing similar trends with other costume jewelry lines that offer a fun style and that give money back to charity.”
Wheeler Manufacturing debuted its Made for Adventure line in late 2024, which encourages embracing the outdoors while donating a percentage of proceeds to nature conservation organizations.
Melissa Lew also gives back through its partnership with One Tree Planted, which is a nonprofit organization that ensures one tree is planted for every piece of jewelry sold. Lew explains, “People are looking for brands that have sustainable practices or production and brands that give back.”
Since jewelry preferences can vary widely, it’s important for park retailers to carry a good assortment within this category, from necklaces and bracelets to rings and earrings.
In addition to jewelry with nature themes, Maier suggests park retailers carry a few more generic jewelry options for people who want to buy a necklace or bracelet as a gift for a loved one back home.
“We recognize that people want both quality materials handmade in the USA as well as lower priced retail gift items.” — LEXIE DETZEL, XANTERRA
“A lot of times people aren’t buying for themselves, but it’s for a neighbor watching their dog while they were gone,” he says. “Your jewelry doesn’t all have to resemble your location, so you can’t be too picky with the assortment.”
Detzel says it’s also a good idea to have jewelry at different price ranges to make sure there’s something for everyone in this category.
“I buy fine jewelry, which can be anywhere
from $60 to $350, and I also buy the costume jewelry category, which usually ranges from $5.99 to $50,” she says. “We try to carry a good, better, best assortment so that we can give our customers a range of products for all ages. We recognize that people want both quality materials handmade in the USA as well as lower priced retail gift items.”
To encourage more customers to buy jewelry, Kornblau advises retailers always keep the majority of their jewelry out of cases to make it easier to try on. She says they should reserve cases for high-end items since customers tend to think jewelry is too expensive for them or not accessible if it’s behind a case.
Dolin says she likes to keep jewelry out of cases at her shops to make it more accessible for customers to try on.
“We don’t want you to have to ask us to take something out of a case to try it on,” she says.
“We want you to touch, browse. That entices more people to make a purchase.” SGN
PA
OWNER: Rob Kobrzynski
BESTSELLERS:
Posters, artwork and apparel
RETAIL TIP:
Offer a sense of ownership with souvenirs tied to the destination.
At first, there was nothing. Then Rob Kobrzynski branded Lake Wally and all-the-things gift and souvenir rolled into complementary businesses.
Rob Kobrzynski waves at a passing car, a familiar salute he offers to drivers that affix a graphic Lake Art front license plate to their vehicles. It’s just one of the creatively customized products he designs and sells for locals and regulars who want to show some Lake Wallenpaupack love.
“I have your art print on my wall,” a customer told Kobrzynski with pride and a sense of ownership that inspired the Lake Art brand, centered on the Poconos destination
Lake Wallenpaupack. For years, he and his wife Christine Pucciarello fled corporate jobs in Jersey for their lake house there on the weekends. They could never find cool gear or stylized Lake Wally decor to bring home.
“As a hobby, why don’t we open up a shop where you can use your creative skills to come up with different designs and concepts for T-shirts, mugs, decals and photography,” Pucciarello suggested to her husband, a graphic designer who trained at The Art Institute of Philadelphia.
The fledgling “for fun” venture started with a 10-by-10-foot tent display at the annual Wally Lake Fest and evolved into a 600foot storefront in Greentown, Pennsylvania, along the lake. Lake Art quickly outgrew this spot and relocated to Hawley, where the couple have celebrated 10 years in business, fully dedicated to the brand and the lake.
“It’s a lifestyle,” says Kobrzynski of shacking up along 52 miles of uninterrupted shoreline and 5,700 acres of water, 60 feet under at its deepest level. The quintessential shape of Lake Wally is now trademarked by Lake Art and a prominent motif in apparel, accessories, tableware, home accents, license plates and wall art.
Kobrzynski says, “It’s so rewarding as a graphic designer that my art is going into customers’ homes and I see people wearing Lake Art gear and they express their joy and stories.”
“You’re the guy who’s selling Lake Wallenpaupack stuff,” people told Kobrzynski upon discovering Lake Art. Like him, they were falling short on namedrop souvenirs and gifts to wear and share.
A couple of outposts sold namedrop cheapies that “lacked creative flair.” There wasn’t a focused boutique that offered proud-to-wear Lake Wally products. Kobrzynski’s Lake Art filled a gap in the market and took off quickly.
The business was equally in demand and
rewarding for Kobrzynski.
“It boils down to being truly inspired by the lake, whether the photography of beautiful sunsets or moments out on the water boating or fishing,” he says. “It’s a whole Poconos vibe, and its uniqueness has been a driving force for the creative. We call it, ‘Outfitting your lake lifestyle,’ and people have a sense of ownership when they visit here or own a home here. They want to return home with a souvenir.”
A curated lake map design available in different wall-sized prints (each signed by Kobrzyns-
People like collecting Lake Art’s unique souvenirs, including license plates, stickers, signs and other decor.
ki) pinpoints popular surrounding attractions and communities. “The poster piece can be framed or given as a gift, and it’s one of our really popular items,” he says.
The lake shape is fashioned into metal cut-out artwork. Cheeseboards, platters, dish towels, pillows, canvas bags, photography and all things Lake Wally are artfully displayed in the shop.
Good luck leaving without a tailored wearable: T-shirts, hoodies, caps, beanies, relaxed-fit beach sweaters galore and more. Items are designed by Kobrzynski.
Since opening Lake Art, the business has expanded to include complementary lines and products from
vendors including Town Pride, Exist, L2 Brands, MV Sport, Artisans, Candlefish, Comfortwash and Champion among others.
A couple of years ago during Atlanta Market at AmericasMart, the couple sat down with Rewined Candles and developed a proprietary line for Lake Art. “We selected four different scents that remind us of the lake and came up with different naming conventions and packaging designs for each, from the box to the candle label to the insert card,” says Kobrzynski.
One of the soy wax candles is called Northwest Winds, honoring “breezy lake days” and “the best boat days ever.”
Every product tells a story that is close to Wally Lake home.
“It boils down to being truly inspired by the lake, whether the photography of beautiful sunsets or moments out on the water boating or fishing. It’s a whole Poconos vibe, and its uniqueness has been a driving force for the creative.” —
ROB KOBRZYNSKI
“Lake Art inspired the other two businesses,” Kobrzynski says of a sort of cottage industry he and Pucciarello have percolated during the last several years. Wine by the lake? Done. Cheese to go with it? Got that, too.
Now, Lake Art is one of a trio that includes Three Hammers Winery that makes small-batch wines in-house with grapes sourced from across the country — and West Coast awards garnered for its sips. Also there’s Milford Wine & Cheese Co. that crosses the house-made wine with artisanal cheese pairings, and of course the graphic labels and apparel, plus goods Lake Art sells for a full-circle trifecta of sales and experiences.
The couple named the winery Three Hammers after the 1820s farmhouse on the property they acquired in Hawley. “It was built by three brothers from Philadelphia and their last name was Hammer,” relates Kobrzynski. “I designed the apparel, logos and wine labels and it’s a great story in respect to the family.”
Every spot offers experiences along with elevated take-homes, souvenirs and gifts.
And designs are an ever-changing endeavor for Kobrzynski, who has a different way of thinking about March Madness. For the Lake Art enterprise, mad design is what this month means to roll out fresh looks and tweaked aesthetics that keep regulars and visitors buying more.
But most of all, Kobrzynski says, “It’s all so fun, rewarding and very inspiring.” SGN
Apparel and accessories at museum gift shops intentionally align with exhibits and institutions’ missions.
A top-selling shirt design
has a secret message for customers to decode.
Wordplay and eye tricks are code-cracking espionage themes that inform much of the apparel and accessories at the Interna-
tional Spy Museum in Washington, D.C., where visitors can explore five floors of secret stealing, covert action, surveillance and spy history. The museum holds the largest collection of espio-
STORY BY KRISTEN HAMPSHIRE
nage artifacts ever placed on public display.
After guests complete an undercover mission experience to test their spy skills at interactive displays, they can peruse an expansive collection of espionage and global affairs books, gadgets, apparel and accessories.
“The exciting thing about the Spy Museum (SPY) store is there is something for everyone of all ages,” says Aliza Bran, a director at the institution. “We offer fun youth tees and onesies
you can give to new parents, along with T-shirts in our SPY brand colors — a lot of bright red.”
“The world of espionage is so exciting and all-encompassing,” she relates.
“Johnny Cash is not just a brand for us. We try to honor the man, his career, his life and his spirit in everything we offer.” — Whitney Gibson, Johnny Cash Museum Store
Then there’s the infamous SPY gnome mascot, also a brand favorite that is “incredibly popular” on apparel or as a character, which many consider an accessory in itself. (Pardon the pun.) The figure is known to go on vacation with associates and post selfies from around the world. A T-shirt reads, “You Don’t Gnome Me,” with the red-hatted character sporting a trench coat and sunglasses while holding a top-secret labeled briefcase.
Museum gift shops intentionally align apparel, accessories and other products to exhibits, experiences and artifacts visitors will explore. At the Johnny Cash Museum Store, in Nashville, Tennessee, perusing displays of T-shirts and accessories is more than shopping for a souvenir.
“Not only do we have merchandise and memorabilia for sale, we have many pieces of one-of-a-kind art on display for our guests to enjoy looking at — a custom motorcycle, a bust of Johnny Cash and an antique hutch from Johnny
and June’s personal collection, among others,” says Whitney Gibson, executive director of merchandise at the Nashville destination.
Customers of all ages from all over the world shop the Johnny Cash Museum Store, says Gibson. “It’s a true testament to Johnny’s legacy,” she relates. “Johnny Cash is not just a brand for us. We try to honor the man, his career, his life and his spirit in everything we offer.”
The bulk of those offerings are in black, and 85% of Gibson’s buying focus is on apparel. Bestselling T-shirts are staples, and a few of the clothing displays are refreshed every 12 to 18 months.
“We are in a unique position that many of our guests are visiting us for the first time, and just as many are coming back months or years later,” says Gibson. “I want both groups to have a memorable experience and not just see the same gift shop twice but be able to replace their favorite shirt they bought 10 years ago.”
T-shirts, sweatshirts, hats and children’s apparel come in a variety of designs. But the color is consistent.
“Well, Johnny is the Man in Black, so the bulk of our offerings are black,” Gibson quips. “We’ve tried to spice things up with brighter colors in
the past, but the trends overwhelmingly point to black on black on black for us.”
Familiar motifs include a Johnny Cash headshot amid a ring of fire emblazoned with CASH. Other popular picks are messages like “Johnny Cash, American Rebel,” vintage tees, “I Walk the Line,” and a large variety of graphic tees that are wearable art (on a black canvas).
The store carries its in-house Nashville brand by Music City Threads to the left of the entrance by the cash wrap, and Johnny Cash Museum branded apparel to the right of the entrance.
Meanwhile, if shirt decoding was a sport, the SPY store wins. The museum shop also coordinates apparel to the overall guest experience, continuing to pique curiosity and deeper dives into espionage after visitors leave. Others who spot visitors’ souvenir tees often inquire, “Where did you get that shirt?” Bran says.
A top seller reads in all-caps, “I’M TELLING YOU…NOTHING HAPPENED.” Except the bold letters here are white on the shirt so it’s a bit of a secret message: I’m lying.
Other popular messages: “Deny Everything” and “I Was Never Here.”
SPY also creates custom apparel for special exhibits such as the Bond in Motion exhibit featuring 17 iconic vehicles used on-screen by 007 and his allies and adversaries.
Kids’ apparel features messages such as, “Spy Girl,” and “A Ninja Ate My Homework.” For even younger visitors and loved ones, a onesie design says, “Future 007,” in honor of James Bond.
To middle school-aged visitors at SPY, a stink bomb definitely qualifies as an accessory. And music lovers who check out the Johnny Cash Museum would certainly call replica guitar straps from Johnny’s Folsom and San Quentin performances a must-have accessory souvenir. Some other accessories that the store offers are Cash-branded harmonicas, lunchboxes and songbooks.
So, the accessory category is all relative and expansive.
At SPY, some jewelry favorites in the $25 or less price range include a combination lock necklace, cute
camera earrings and reverse aviator glasses so you can see what’s happening behind your back. “You can bring home a piece of espionage with you,” relates Bran.
Morse Code beaded bracelets offer a decoding challenge: a dot is one bead, a dash is two beads. They reveal words such as Mother, Brave, Friendship and Strength.
“We aren’t afraid to bring on new items. If they work out for us, great! If not, we try something else.” — Whitney Gibson, Johnny Cash Museum Store
The museum also sells some higher-end jewelry, such as a Coco Chanel-inspired necklace. (After all, Coco was a spy. She entered into a relationship with a high-ranking German intelligence officer and became an operative for the Nazis.)
Across the board, museum shops including those at SPY and the Johnny Cash Museum buy intentionally and watch which items custom-
ers gravitate toward to inform purchasing.
“I don’t want to sell something just for the sake of selling it,” Gibson says. “I want to offer our guests meaningful mementos of their experience here.”
Gibson says she enjoys purchasing autonomy and is not tied to “corporate guidelines or planograms,” so she maintains a list of customer suggestions for retail items and vets the ideas every few months.
“We see if there is anything we haven’t tried before that would make sense for us,” Gibson shares. “We aren’t afraid to bring on new items. If they work out for us, great! If not, we try something else.”
She adds, “The only strategy I have really is making sure we have quality products that we are proud of.” SGN
Jan. 15-17
Alaska Wholesale Gift Show Anchorage, Alaska www.alaskagiftshow.com
Feb. 2-4
Philadelphia Gift Show Oaks, Pennsylvania www.philadelphiagiftshow.com
March 1-4
Toy Fair New York www.toyfairny.com
March 9-12
ASD Marketweek Las Vegas www.asdonline.com
JAN. 8-10
Surf Expo Orlando, Florida www.surfexpo.com
JAN. 8-14
Dallas Total Home & Gift Market Dallas www.dallasmarketcenter.com
JAN. 12-14
NRF Retail’s Big Show New York www.nrfbigshow.com
JAN. 14-20
Atlanta Market Atlanta www.atlantamarket.com
JAN. 20-24
Seattle Mart Market Week Seattle www.seattlemart.com
JAN. 24-27
Rocky Mountain Apparel, Gift and Resort Show Denver www.rockymountainshow.com
JAN. 24-28
Minneapolis Mart Home & Gift Show Minnetonka, Minnesota www.mplsmart.com
JAN. 25-27
Biloxi Mississippi Wholesale Gift Show Biloxi, Mississippi www.wmigiftshows.com
JAN. 26-28
Mid-Michigan Souvenir & Gift Show Jackson, Michigan www.mmsgshow.org
JAN. 26-30
Las Vegas Market Las Vegas www.lasvegasmarket.com
FEBRUARY
FEB. 2-4
NY NOW New York www.nynow.com
FEB. 2-6
PLA Annual Convention & Trade Show
Las Vegas www.publiclandsalliance.org
FEB. 4-7
Atlanta Apparel Atlanta www.atlanta-apparel.com
FEB. 8-11
IFJAG – International Fashion Jewelry & Accessories Show Orlando, Florida www.ifjag.com
FEB. 9-12
Las Vegas Apparel Las Vegas www.lasvegas-apparel.com
FEB. 19-21
ToyFest West Las Vegas www.toyfestus.com
FEB. 25-27
Great Lakes Boutique & Gift Show
Kalamazoo, Michigan www.greatlakesgiftshow.com
MARCH 7-8
Made in Montana Helena, Montana www.madeinmontanausa.com/ tradeshow
MARCH 7-11
Minneapolis Mart Home & Gift Show Minnetonka, Minnesota www.mplsmart.com
MARCH 9-10
Cape Cod & Islands Gift Show Falmouth, Massachusetts www.ccgiftshow.com
MARCH 14-16
GTS Greensboro Expo Greensboro, North Carolina www.gtshows.com
MARCH 15-17
New England Made Giftware & Specialty Food Shows Portland, Maine www.nemadeshows.com
Surf Expo returns Jan. 8-10 to the Orange County Convention Center in Orlando, Florida, as one of the largest gatherings of both watersports and coastal lifestyle professionals. The show offers over 700 exhibiting brands, designed to deliver a strong event for both retailers and manufacturers.
“The momentum for our January show is incredible,” says Surf Expo Show Director and SVP Roy Turner. “Buyer registration is tracking well above last year, and we are thrilled to welcome an outstanding mix of returning and new exhibitors and brands.”
The show will feature a number of surf brands, including Reef, Oakley, OluKai, Vissla, Outerknown, Sector 9, Firewire Surfboards, Slater Designs, Chubbies, Rusty, Katin, Tommy Bahama, Birkenstock, goodr, Jetty, AVVA Brand, Salt Life, Simply Southern, Hook & Tackle, Exist, Guy Harvey, among others.
The show will also welcome a diverse roster of retailers to the January show, ranging from globally recognized chains to boutique shops rooted in their coastal communities. Some independent retailers will attend to highlight the grassroots spirit and authenticity that make Surf Expo unique, such as Cinnamon Rainbows, Rooster Bus, Hi Tech Surf Sports, Emerald City, Coastal Edge, Palmetto Moon, and more.
The January show will also welcome buyers from the San Diego Zoo, The Ritz-Carlton, Starboard Cruises, Caesars Entertainment, Noble House Hotels and Resorts and Travel Traders.
“This is going to be a fantastic show. Start planning now — we’ve got a packed schedule of events and key players from the surf and watersports community,” says Turner.
The Gift & Home Temporary exhibits at Las Vegas Market, featuring some 450 brands across six categories, will provide market attendees access to on-trend products Jan. 26-29 in the Expo at World Market Center Las Vegas.
The Las Vegas Market Gift & Home Temporaries showcase emerging designers and established exhibitors through six unique categories: Design, Gift, Handmade, Home, LUXE and Immediate Delivery. In Winter 2025, updates in temporary offerings include new exhibitors and returning companies.
Notable exhibitors confirmed to date include: Creative Brazil, Finch and Hare, Graf Lantz, Keiki Co., Lalou Collections, Matr Boomie, Pomegranate Moon, and more. A full list of Las Vegas Market temporary exhibitors is available at www.lasvegasmarket.com.
Registration open for 2025 PLA Annual Convention & Trade Show
The PLA Annual Convention & Trade Show has opened registration for its Feb. 2-6 event at the Westgate in Las Vegas. The Public Lands Alliance convention is a gathering for leaders in the public lands sector to network, gain tools and explore products that enhance visitor experience and support conservation.
The 2025 convention will feature over 45 concurrent sessions, forums and roundtables focused on best practices, trends and conversations about the public lands community. Attendees can also shop and learn from over 125 vendors at the trade show, with 20 new exhibitors coming for 2025. Additionally, attendees can meet and network with other participants during special events, such as an opening reception, networking breaks and a trade show mixer.
Sponsors include AllTrails, Concept 360, McGovern Outdoor, Wild Tribute, Wondery Outdoors, Hawaii Pacific Parks, Mount Rushmore Society, Western National Parks Association, Canyonlands Natural History Association, Grand Canyon Conservancy and Impact Photographics.
The show will also offer field trip opportunities for attendees to experience public land partnerships in action.
The nation’s largest collection of gift merchandise offers buyers more unique finds this winter with two dozen updates to Atlanta Market’s 700-plus sales agencies and branded showrooms, Jan. 14-20 at AmericasMart Atlanta.
AmericasMart Atlanta offers expanded gift sourcing on 19 floors across Buildings 1, 2 and 3 this January. This Winter, 24 updates augment permanent showrooms.
Seven new showrooms include Artisan Collective, Elakai, Fiskars Living US, Homefront International, Inland Empire Luxe Home Decor, Koppers Home and Nautical Imports.
Atlanta Market’s Gift neighborhood can be found on Floors 3 and 4 of Building 3. Temporary exhibits are open Jan. 1519. A full list of Atlanta Market Resources can be found online at www.atlantamarket.com.
ANDMORE is launching a new April Buying Week, combining its Atlanta Apparel, Formal Markets and Spring Market (Gift + Home) into one sourcing and shopping experience April 1-4 at AmericasMart Atlanta.
“April Buying Week represents a significant advancement in how we deliver value to our buyers,” says Dorothy Belshaw, president of ANDMORE. “This unique new spring buying event creates a comprehensive marketplace, which simplifies the buying process, streamlines diverse product categories and enhances the cross-category shopping experience.”
Integration of three major AmericasMart Atlanta market events into a single, concurrent marketplace affords buyers access to myriad apparel, formalwear, gift and home resources in nearly 950 permanent showrooms and 400 temporary exhibits, all in one location.
The Dallas Total Home & Gift Market Jan. 8-14 will debut countless new products inside permanent showrooms in three buildings, plus four neighborhoods of temporary booths open only during the Winter 2025 event. The market will include a full schedule of events, with experts and influencers presenting tours, seminars, presentations and networking opportunities.
Several showrooms are new and expanding for the Winter event. In the Trade Mart, multi-line gift agency Patrick & Co. (TM 2927 / 2727 / 2741) is expanding and will include more than a dozen new brands. Olivia Riegel (TM 2618) is also relocating and expanding. Dallas Market Center is also welcoming a few new Trade Mart showrooms, including Christian Art Gifts (TM 1400), wrapping and ribbon from LaRibbons and Crafts (TM 2634) and lifestyle brand Laura Park Designs / Prince of Scots (TM 1420).
The Temps at Total Home & Gift Market will include remerchandised destinations, new exhibitors and special promotions in the discovery zone for new products that could help retailers stand out.
*Noted Expo heads to Las Vegas Market
ANDMORE has partnered with the Greeting Card Association to move and expand its *Noted: The Greeting Card Expo from San Francisco to Las Vegas, showcasing the new and now of stationery at the Expo at World Market Center Las Vegas beginning in summer 2025.
Launched by GCA in 2019, *Noted: The Greeting Card Expo gathers all parts of the greeting card community. Starting in Summer 2025, *Noted will be featured in a dedicated area within Las Vegas Market’s gift and home temporary exhibits and feature over 50 GCA member brands.
Looking for something new to offer? Here are some trending products that are sure to turn heads.
1. Silver Streak: Natural amethyst crystal round tabletop lamp USB night light, www.silverstreaks.com; 2. Town Pride: Icon and name-drop sweater with hi-low hem, www.townpride.com; 3. 1 Brilliant Gift: Hand-drawn ‘Wanderer’ art to customize on home goods and accessories, www.1brilliantgift.com; 4. Wikki Stix: Creative Fun Kit, www.wikkistix.com; 5. Steelberry: Custommade holiday ornaments, www.steelberry.com; 6. Little Critterz: Animals Forever Bat Water Globe, www.littlecritterz.com; 7. Stuffed States: Nebraska Stuffed State plush, www.stuffedstatesusa.com; 8. Zizo USA: New York City picture frame, www.zizousa.com; 9. Country Home Creations: Hot Honey & Feta Cheesespread Mix, www.chcdips.com.
Have a product to feature? Send a high-resolution image and description to: katie@breakwallpublishing.com.
Gift Corp. – www.agiftcorp.com ..................... 45 ASD Marketweek – www.asdonline.com 77
Atlanta Market – www.atlantamarket.com 79
b. dazzle inc. – www.scramblesquares.com 59
Beacon Design – www.beacondesign.com ........................ 15
Better Magnets – www.bettermagnets.com.................... 17
Brooks Medals & Awards, Inc. –www.letscelebrate2026.net
Location: Denver, CO
Manager: Gretchen Watrous
STORY BY KRISTEN HAMPSHIRE
Curious, creative and playful are some of the core values the Denver Museum of Nature & Science embraces. Its mission is to empower communities to love, understand and protect the natural world. This spirit carries into the gift shop, which is independently operated by the institution.
“Every dollar spent in the shop, cafe, deli, coffee and concessions
“We have signs that give a shout out to local vendors, and we make sure products are labeled,” Watrous says. “Signs throughout the shop announce: All purchases directly support the museum.”
The store sells items that connect visitors back to the museum experience. For example, the museum’s current Animals of the Rainforest exhibit inspired buying that aligns with the theme.
A focus on environmentally friendly products underscores the museum’s vision. The shop carries plush from Wild Republic that are made from recycled plastic bottles. Popular rainforest picks include a mother and baby sloth, an ocelot and a spider monkey.
“Purchasing an item allows guests to take home part of their experience and continue to ignite their curiosity about science.” — Gretchen Watrous
area directly supports the museum,” says Gretchen Watrous, manager. Anyone can visit the store without paying admission. This expands the store’s reach to locals who can order items online to pick up or drop in to buy a gift.
For visitors who plan to explore the museum’s exhibits, the shop is often the last stop of the day. “We strive to make that last experience just as memorable as the exhibits,” says Watrous.
Visuals throughout the store explain that purchases benefit the museum’s conservation, education and outreach efforts.
Its largest categories speak to permanent exhibits: dinosaurs, space, and gems and minerals. The store carries name-drop apparel and souvenirs as well.
“We strive to work with local sources and feature items unique to our area,” Watrous adds, pointing to Colorado hiking guides that inspire more exploration. Also, the museum actively supports diversity by sourcing products from BIPOC vendors.
Visitors can celebrate their time at the museum knowing the souvenirs they choose do good. Watrous says, “Purchasing an item allows guests to take home part of their experience and continue to ignite their curiosity about science.” SGN
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