Albert Einstein is big business. Walk into any science museum store and you’ll find Einstein magnets, posters, spoons, books, CDs, finger puppets and dolls—all offered for a price. For the second year running, Forbes ranked Albert Einstein fifth on the list of top-earning dead celebrities, with $18 million worth of Einstein product changing hands. But how does this enterprise—this Einstein Inc.—work, and where does all the money go?
The vast majority of Einstein-generated cash comes from a single company—Disney-owned Baby Einstein, whose toys and educational DVDs can be found wherever there’s a onesie or a pacifier for sale. Royalties from these products plus the animated television show Little Einsteins add up to a hefty sum without even using the great physicist’s image or ever mentioning his work. True Einstein connoisseurs, meanwhile, can enjoy the quiet thrill of returning home from the gift shop with a new Einstein calendar for tracking personal space-time and Einstein sticky notes for jotting down brilliant ideas while Einstein looks down from a poster on the wall. Parched lips? You can apply some Einstein Lip Therapy (more on this later).
Yet just as Einstein’s universe was a warped, dimpled, and deformed affair, so too is the landscape of Einstein commerce. Amid all the coffee mugs and other paraphernalia, there’s a vastly complicated side to the enterprise left in Einstein’s wake. To make almost anything Einstein—be it product, product name, or advertisement —you must first get past a small but powerful cabal that has included a marketing firm in Beverly Hills, the upper echelon of Israel’s Hebrew University of Jerusalem, and a company owned by another Forbes top earner (a living one): Bill Gates. This formidable group can put the kibosh on a wide range of Einstein products, flying, perhaps, in the face of the “free, unhampered exchange of ideas” that Einstein favored in “all spheres of cultural life.”
