Extend Your Merchandising Wingspan

Prior to the Web, the museum merchandised mostly through direct mail, such as catalogs, special mailings and "product-driven press kits sent to targeted trade and consumer editors," Maxwell says. Today, the museum has a Web site (www.winterthurgifts.com) devoted exclusively to the sale of products, and 26 of its 28 licensees have a Web presence, some selling directly to the consumer while others include online catalogs.