Obama's Hope, Optimism Campaign Battle Cry Being Used By Merchandisers

January 14, 2009 6:02 a.m. EST

Washington, D.C. (AHN) - Merchandisers are taking advantage of the popularity of President-elect Barack Obama by tapping his campaign battle cry of change and optimism into souvenir items that are fast-selling and to advertise services and products.

Home furnishings Ikea made known its products by having as its advertising campaign "Change Begins at Home" on bus sides, inside Metro stations and over the radio. Pepsi used the words "hope' and "optimism" on its ad campaign and replaced the letter "O" with the soft drink's logo.

Designer Diane von Furstenberg and Tory Burch has $70 Obama tote bags, being sold side-by-side with Obama yo-yos and piggy banks at a Presidential Inaugural Committee outlet in Washington.

Other Obama-themed merchandise includes a $6.99 hot sauce sold by TooDarnHot.com, a "Hope and Change" necklace for $24 sold at women's clothing retailer Chico's, $1.99 six-card pack trading cards, an $8 toilet paper and even an $8.99 thong underwear.

University of Oregon marketing professor Lynn Kahle said Americans buy the Obama items as an expression of their support for Obama, from his candidacy all the way to his entry to the White House.

The rush into vending Obama souvenirs has prompted Department of Defense employee Lawrence Mitchell to comment, quoted by the New York Times, "I can see the little guy trying to make a buck off of Barack Obama's inauguration, but major corporations?... Everyone's trying to make money off of this historical moment instead of just celebrating it."

Meanwhile, the White House said Tuesday it will provide emergency funding to the District of Columbia to help it finance the cost for the inauguration rite in response to a request from D.C. Mayor Adrian Fenty. The district estimates the inauguration cost to reach $47 million, thrice the amount given by Congress.

Virginia and Maryland also requested for federal funding, but has not received any response yet from Washington. Virginia is expected to spend $16 million and Maryland $12 million for the presidential inauguration.