大英博物馆网店“魔性小黄鸭”售罄，只能买卢浮宫出品的“蒙娜丽莎袜子”了……博物馆商店为啥那么好逛？
神秘祭司玻璃杯、埃及法老手机壳、埃及钥匙扣、罗赛塔石碑单肩包，当然还有“万众瞩目”的魔性小黄鸭……大英博物馆的实力卖萌，让其天猫店在开业一个月后几乎被“买空”。
Merchandise of the British Museum on Tmall were almost sold out by Thursday, a month after its debut on the leading Chinese online shopping platform.
各大博物馆的C位周边都是啥？
What do museums sell?
7月1日，大英博物馆开始在天猫旗舰店销售周边产品。截至8月9日，店铺积累18.3万粉丝，仅2款产品尚有库存。
The British Museum opened its store on Tmall on July 1, selling the institution's creative products.
The prestigious museum has collections of relics from China, ancient Egypt and ancient Greek, which inspire their merchandise development.
The shop features more than 1,400 pieces ranging from cheap postcards and key rings to higher priced crystal vases and bronze statue reproductions.
大英博物馆文创产品
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大英博物馆商店的明星产品是一款橡胶小黄鸭——它被做成希腊神话人物、日本武士、维京海盗等各种造型。
Rubber duck merchandise on the British Museum website. /British Museum Shop Photo
The rubber duck is a mainstay in the childhood memories of many British generations. When the duck got a makeover inspired by the museum's collections, visitors could see it's dressed as Greek gods, Samurais and Vikings.
大英博物馆的竞争者们——北京故宫、台北故宫、巴黎卢浮宫和东京国立博物馆等——也早已布局博物馆文创产业。
Many other museums have also opened retail shops.
其中，北京故宫推出文创产品，扭转了其“严肃厚重”的形象。
After opening an online shop in 2010, the Palace Museum in Beijing shook off the idea that it was an institution trapped in time.
北京故宫文创产品
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在博物馆文创产业，台北故宫是先驱者，目前已推出2400余种产品。
The creative shop of the "National Palace Museum" in Taipei has launched more than 2,400 kinds of products so far.
另一家不得不提到的国际级博物馆是位于巴黎的卢浮宫。达·芬奇的传世名作《蒙娜丽莎》是卢浮宫的镇馆之宝之一，也是纪念品商店里的绝对主角。
In the Louvre Museum in France, the Mona Lisa is the most visible artwork among its creative merchandise.
卢浮宫文创产品
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东京国立博物馆商店的主咖是“陶俑”系列。这个系列以埼玉县熊谷市野原古坟出土的两尊陶俑“跳舞的人们”为原型，搞笑的表情相当传神，其中“陶俑袜”很受参观者喜爱。
Innovative cultural products such as the "Dancing People" burial figures became an unprecedented hit and are even regarded as the "representatives" of Tokyo National Museum.
Merchandise featuring "Dancing People" burial figures. /TNM Shop Photo
谁在支持“最后一个展厅”？
Who are the supporters?
博物馆商店早已不是“出口旁的纪念品小铺”——丰富的商品选择及其文化附加价值，已经让博物馆商店成为“最后一个展厅”。
For many, museum stores are not only an extension of the cultural institutions, but a necessary part of their existence.
"Museum shops are no longer just about selling things," Diane Drubay, chief executive of museum marketing consultancy We Are Museums, told The New York Times. "They are about adding a new step to the museum experience."
Most of the collections in museums were commodities before, mostly measured and traded in money. However, these items have been losing their commercial property, as they can satisfy history lovers with added cultural values.
"Despite our 250 years of history, we are struggling behind in business. The government is cutting our budget every year, so we're looking for new sources of funding," Roderick Buchanan, the business director of the British Museum, said in 2017.
Merchandises co-produced by the British Museum and Meitu. /hksilicon Photo
2016年5月，中国文化部、国家发展改革委、财政部、国家文物局下发了《关于推动文化文物单位文化创意产品开发的若干意见》，在此之后，国内各大博物馆都在探索自己的文创产品开发之路。
博物馆线上商店在中国的火爆也少不了商业的运作和支持。例如，据上海界面新闻网报道，2016年起，大英博物馆便开始在中国销售周边产品，还跨界科技和时尚产业。而正是一家中国公司，将265岁高龄的大英博物馆引入中国。
In China, museums are not alone. Authorities issued a public notice in 2016, pushing forward the research and development of creative products.
你最喜欢哪一款博物馆文创产品呢？欢迎在留言区写出你的答案。
What's your favorite museum product? Please leave your answer in the comment section below.