Last week we mentioned a campaign by Ontario Senator Nicole Eaton to depose the beaver as Canada’s national symbol.
Parks Canada seems unfazed by the debate and is committed to the beaver for the long haul. The agency has announced that it is commissioning a line of beaver-themed merchandise to be released in 2013.
Beaver ball caps, T-shirts, coffee mugs and water bottles will be sold at all Parks Canada stores as well as online and—the agency hopes—in brick-and-mortar stores in Toronto, Vancouver and Montreal. Proceeds from the sales will go to the as-yet-undetermined design company, while royalties (or a percentage of wholesale revenue, if greater) will go to Parks Canada to be reinvested in the merchandise line.
The goal seems to be to strengthen the Parks Canada brand and to inspire urban-dwellers to connect with the parks rather than to make a mint off the merchandise.