Jesus says: Purchase these fine products

Or else.

-x


Christians Show Passion for 'Passion' Products 
 
 
Feb 20, 5:51 pm ET 

Bob Tourtellotte
LOS ANGELES (Reuters) - Mel Gibson's film "The Passion of the Christ" is 
ringing up sales for tie-in products ranging from "witness cards" with prayers 
on them to "nail" pendants that signify the spikes driven through the hands 
and feet of Jesus Christ.

The movie about the last 12 hours in the life of Jesus has sparked heated 
debate about its religious themes even before its debut on Ash Wednesday next 
week. But Christians have not only thrown their support behind the film, they 
are putting their money into religious-themed "Passion" products, too.

Dwight Robinson, marketing chief for Southern California's Bob Siemon Designs 
which is making "Passion" jewelry, including the nail necklace, said the 
company has sold over 1 million of the witness cards since they went on sale 
in January.

The cards feature discussions on such topics as "Why Christ Died For You" plus 
prayers.

Along with the cards, the company is selling a cross pendant, bracelet, coffee 
mugs with Aramaic inscriptions and a key ring via the "Passion" Web site and 
in specialty retailers like Christian bookstores. But it is the nail pendant, 
which comes in two sizes and feature a saying from Isaiah on its side, that is 
among the best-selling items.

"If you see someone wearing a nail, that is really going to cause someone to 
ask 'What is that?"' Robinson said. "It gives the wearer the opportunity to 
share their faith."

Bob Siemon specializes in Christian products and made the popular WWJD (What 
Would Jesus Do?) bracelets a few years back.

Robinson said the "Passion" jewelry hit retailers only five days ago. The 
company has shipped 100,000 pieces and is producing 10,000 a day as demand 
increases.

Beyond being simply thought-provoking, the nail pendant is fast becoming 
something else for today's youth. "It's actually pretty cool," said Tom Biggs, 
founder of Datomana.com, a seller of "Christian t-shirts with a surfing 
attitude."

"Products with Christian themes have acquired a much more contemporary design, 
which is in keeping with the attitudes and lifestyles of today's youth," he 
said.

Biggs said over the past 20 years, clothes displaying designer labels have in 
many cases given way to apparel with personal message that allow people to 
express their beliefs while still being fashionable.

"This is a way to express yourself in a non-commercial way, which ultimately 
is what personal beliefs are," Biggs said. "Personal beliefs are not 
commercial."

Citing statistics from the Christian Booksellers Association, Robinson said 
the domestic market for Christian-related products is about $5.6 billion 
annually, giving the jewelry, mugs, cards, and a "Passion" book a huge market 
to tap. 



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