Eat, pray, smell: Odd movie merchandise

SMALL PRINT:Anyone who has grown up in the western world will be aware of the concept of film merchandise. From our first Star Warsschool lunch box to the surprisingly decent Lego Harry Pottervideogames, film "merch" is part of our lives.

But some recently announced products have taken the idea a bit too far. Apparently, the forthcoming The Avengersfilm will have a range of fragrances. Characters to get their own cologne include Nick Fury (played by Samuel L Jackson), Thor (leather and wood?), Captain America, Iron Man (a mix of motor fuel and scotch, presumably) and Hulk. Who wants to smell like the Hulk?

This is not without precedent. Three perfumes were released to coincide with the Julia Roberts film Eat, Pray, Lovecalled, you guessed it, Eat, Pray and Love. Twilightfans, meanwhile, can also buy a themed perfume. "Like its namesake, this scent will live on in the memory of everyone who wears or smells it," warns its brand manager Jaega Haralambus.

Feminists might rightfully get annoyed at the insultingly inane products aimed at young women, but this is not just girls' stuff; aftershaves have been marketed on the back of their appearance in James Bond films as far back as From Russia with Love. And the recent reboot of Star Trekalso had a range of scents. Smell good and prosper.