Whaling Museum’s Quirky Merchandise Sparks National Interest

New Bedford is famous as a historical hub of whaling in America, but a light-hearted twist has catapulted it into new limelight. In 2020, a Google user left a one-star review labeling the New Bedford Whaling Museum as the “worst aquarium ever.” This review has become an unexpected marketing sensation.

Last year, the museum embraced the humor by selling shirts and hoodies featuring the review on the back, complementing a whale skeleton image on the front. This clever design gained nationwide attention after being featured on CBS Evening News. The publicity has triggered a surge in sales.

Following the broadcast, online orders skyrocketed, with 738 purchases made by Thursday afternoon. This marked a 250% increase from the previous week. Amanda McMullen, CEO of the Whaling Museum, said the review has amused the staff for a long time, and the museum was devoid of an actual aquarium when the remark was made.

Inside the museum, visitors can see impressive whale skeletons, including those of a 66-foot blue whale and a 48-foot sperm whale. This eclectic collection highlights its difference from a traditional aquarium. Emily Roznoy, the designer behind the quirky merchandise and visitor experience manager, pursued the idea after noting similar humorous designs elsewhere. Parellel products such as T-shirts, crewneck sweaters, and tote bags now feature the review.

Roznoy says the humor clicked with McMullen, with New Bedford’s “fighting spirit” resonating through the design. On social media, posts about the merchandise have drawn considerable attention, like a TikTok video with over 96,000 views.

The store raced to keep up with demand, ordering substantial quantities of shirts, crewnecks, hoodies, and tote bags, with potential expansion to coffee mugs soon. An adult shirt retails at $32.50, while hoodies cost $60. The Whaling Museum’s store brims with enthusiasm, as locals and visitors seek these playful items. A guest considering purchasing asked about availability, receiving confirmation of more stock on its way. Conway notes the community’s connection with the design, reflecting New England’s character. “Authenticity just happens,” she said.

While the museum initially lacked aquatic life, a new exhibit featuring a 250-gallon saltwater tank debuted this year. The modest aquarium, in collaboration with UMass Dartmouth, showcases the South Coast’s marine life.

Conway highlights a local staff commitment with a personal touch in engaging visitors. Meanwhile, Roznoy and her team unexpectedly reached a broader audience. Encouraged by the enthusiastic reception, she feels joy from creating a design that resonates widely.

The quirky merchandise has helped the museum reach beyond traditional boundaries, fostering engagement with a vibrant community. “We aren’t a ‘shhh’ museum,” Conway stated. “We want to engage, not remain behind glass.”