“If you don’t want it on Page Six, don’t do it.”

So reads the message on a mug that’s at the center of a just-launched collection of branded merchandise from The New York Post, a daily tabloid newspaper.

The tagline on the mug is a reference to the Post’s gossip page in print and related celebrity gossip web page. It’s also quite on brand for the never-understated Post, which has an in-your-face tone that has put it at the center of controversies but also won it loyal readers.

This mug is part of the New York Post’s new swag collection.

The full collection is available from a newly debuted web store. From a promotional products perspective, it’s another example of a traditional media brand looking to generate revenue through merch sales, something outlets like The New York Times have also done. 

The collection includes T-shirts, hooded sweatshirts, dad hats, totes, face masks, shot glasses, a beach towel, and a puppy bandana. Some items feature a kind of sassiness the Post is known for, with topical pop culture messaging like “Shut Up Karen” (poking fun at a certain of societal perjoratively-meant caricature)  “Vaxxed AF,” and “Nomo Cuomo” (a criticism of New York Gov. Andrew Cuomo), among others. The New York Post logo and “Page Six” also feature as standalone text on items.

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Founding Father Alexander Hamilton established the Post nearly 220 years ago. It took a turn toward more tabloid-style journalism under the ownership of Rupert Murdoch, which began in the 1970s.

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