Emerald Fennell’s Adaptation Sparks Unusual Merchandise
Emerald Fennell’s passionate interpretation of Emily Brontë’s classic novel has inspired a surge of themed merchandise, ranging from snacks to lingerie. This raises questions about what consumers are truly engaging with.
The enthusiasm for Fennell’s intense adaptation of Brontë’s tale of doomed love is evident. However, whether this enthusiasm extends to sustaining sales of an official açai bowl remains uncertain.
Nonetheless, such products are available in food aisles across the United States, featuring two specially crafted bowls marketed to fans with the tagline:
“This is what happens when you turn yearning into flavour.”
One bowl, named Cathy’s, is described as “soft, indulgent, and impossible to forget.” Its ingredients are symbolically linked to the character:
“Strawberries are her wild sweetness, chia pudding is her composed side, honey is her sweet longing.”The other, Haunt Me, represents Heathcliff and is characterized as “dark, intense” and also “impossible to forget,” with ingredients reflecting his persona:
“Cacao nibs are his bitter soul, goji berries are his broken heart, choc hazelnut is his intense passion, blueberries are his cold restraint.”
Reception has been mixed; one Instagram user commented,
“all me and my friend could think was wtf there’s no way someone actually tasted that and approved it.”Despite this, the existence of these bowls exemplifies the current era of inventive movie merchandise collaborations.
Other partnerships linked to Fennell’s film include collaborations with luxury leather goods brands, perfumers, and cookie makers.
There are also two lingerie collections: one offering a set of thongs and another presenting a full line inspired by the film. Complementing this theme, there are silk pillowcases and eye masks available, while Dakota Johnson’s upscale sexual wellness brand has released a “Come Undone” massage candle and body oil. The product descriptions evoke the film’s atmosphere:
“Eucalyptus breathes cold across the moors,”and
“cassis and musk linger like mist, amber and sandalwood burn low – memory comes undone.”
Merchandising as a Business Model
Such collaborations are not unprecedented. Recent blockbusters like Barbie, Wicked, and A Minecraft Movie demonstrate that pre-existing brand recognition is increasingly essential for film approval, and revenue from merchandise such as T-shirts, underwear, and eyeshadow is now a fundamental part of the business strategy.
A film’s viral impact has become a complex factor in this model. Similar to musicians seeking a short clip to spark widespread social media engagement, films aim for a certain intangible quality that transforms them from mere stories into comprehensive aesthetic and lifestyle experiences. To fully engage with Wuthering Heights, as suggested by trailers, audiences are encouraged to embrace a more sensual side—often necessitating items like lingerie and possibly a stay in a replica of Cathy’s bedroom.
The Narrative of Obsession and Marketing
This blending of obsession into the marketing narrative is also evident in the film’s press tour, which emphasizes the apparent chemistry between stars Margot Robbie and Jacob Elordi, following a promotional approach similar to that used by Ariana Grande and Cynthia Erivo. Just as viewers are invited to embody the film’s theme of obsessive desire by enjoying a cup of tea alongside a “Better with Sex” chocolate chip cookie, the actors are encouraged to simulate romantic tension publicly.
While this may seem like typical consumerist strategy, the challenge with marketing obsession through merchandise is that, unlike the original novel, these efforts lack depth in exploring the theme. Instead, they present a superficial image of obsession and instruct consumers on how to participate. Brontë’s novel critically examines the destructive nature of obsessive love, whereas the film’s merchandising appears to promote obsession as an ideal to aspire to and purchase.
The somber tone of Brontë’s original work makes this approach feel somewhat inappropriate compared to merchandise from other adaptations, such as Wicked hairbrushes. Many of these collaborations reduce the story to its sexual elements, neglecting its broader themes—a point of contention already raised regarding Fennell’s casting of Elordi as Heathcliff. Reconciling a novel that addresses class, race, and generational trauma with branded hand creams proves difficult.
The pronounced eroticism of many collaborations seems designed to position the story as a dark romance appealing to the BookTok audience. Posts from the official Wuthering Heights TikTok account use terms like “yearning” and reference romance tropes popular on the platform, such as love triangles. The sensual trailer, the “Come Undone” body oil and candle intended for intimate use, the silk eye mask, and the lingerie line with Lounge all contribute to a vaguely BDSM-inspired aesthetic. This interpretation offers fans a way to engage with the story as something transgressive, albeit through highly commercialized and normative means.
This trend reflects the broader BookTok phenomenon, reminiscent of when Sarah J. Maas’s A Court of Thorns and Roses gained popularity. At that time, a book-themed subscription box created a “book boyfriends” package, including a mock chastity belt. Though initially a humorous nod to a niche group of readers who rate books on a “spice” scale, this demographic has since become a significant consumer base with considerable spending power on books and related merchandise.
While this expansion of readership is positive, it also raises concerns about the commercialization of art. It suggests a shift away from appreciating a work for its emotional impact toward viewing it primarily as a product requiring financial investment.
