| Last week, Sydney’s Archbishop Cardinal George Pell opened a new merchandising venture in the heart of the CBD. The WYD on Hyde tent, which sits at the foot of Saint Mary’s Cathedral, will sell all manner of merchandise to the public and pilgrims arriving for WYD festivities.
Among the colourful assortment of products and souvenirs are jerseys, jumpers, baseball caps, rosary beads, CDs, didgeridoos, clip-on koalas, stickers and much more.
At the opening, the Cardinal commented that he saw nothing immoral in the sale of WYD products. Indeed, he highlighted the fact that the profits would be used to offset the costs associated with the staging of WYD events.
"There's nothing immoral with a little commercialism," he said. "Our way of life is built on commercialism, on trade, on industry and on finance. People have got a right to make a living.
"If you can make a living out of doing a good thing, which is spreading Christ's message in a modern way, I wish them well. I hope they make a few bob, as we used to say."
And there’s certainly nothing wrong with a baseball cap or jumper that features the WYD logo. For many tourists, the chance to buy a didgeridoo or koala will be an opportunity for a wonderful piece of memorabilia not to be missed.
There does, however, seem to be something awry in selling products that feature the Pope’s photograph. The public and pilgrims will be able to buy such items as Pope Benedict baseball caps, plates and commemorative Pope teaspoons.
I would argue that the sale of Papal products (aside from photographic albums and books about, or by, Pontiffs) is aesthetically and, to a degree, religiously amiss. The WYD events are intended to encourage Christian faith and devotion, to inspire young Catholics and to nurture a sense of Christian solidarity.
The Holy Father will, of course, be an important part of that spirit. But perhaps the Pontiff’s face on merchandise is not an apt commercial tool.
The sale of Papal teaspoons and basketball caps is reminiscent of the products sold to tourists visiting the town of Lourdes, in France. There, a strong trade of religious products has flourished, with many items sold to pilgrims and the public featuring holy water from the nearby springs.
The most salient of these are perhaps Virgin Mary drinking bottles. How do they work? Well, like any bottle, the lid needs to be detached – and there are no prizes for guessing what part of the Virgin is removed to do that.
As a pilgrim who will attend the WYD events myself, I think I might profit from the tent on Hyde Park and buy a commemorative product or two. I don’t think, however, that a Papal plate or baseball cap will be on my shopping list.
The thought of eating breakfast with Benedict – or the teaspoon version, thereof – is not particularly appealing.
| 
