Suited to a T: ‘Arnold for governator’

What's a candidate to do?

California gubernatorial candidate Arnold Schwarzenegger hasn't even put together his talking points, and his official Web site isn't complete yet.

But the merchandising mavens are already closing in, peddling unofficial T-shirts, stickers and other goodies emblazoned with the actor's name, face and famous lines.

There's "Arnold for Governator," "Terminator for Governor" and "Governator Arnold," for starters. There's the poetic "Conan for Governor," "Hasta la vista, Davis," "Total Recall 2" and "Hollywouldn't: The Governator." And of course there's just plain "Arnold for Governor," "Arnold 4 Governor" and "Governor Schwarzenegger," to name a few.

"We had our 'Arnold 4 Governor' campaign shirts ready to go when the 'Terminator 3' movie was released," Gary Mittin of Moe Wampum Inc. said yesterday.

The Los Angeles-based manufacturer specializes in T-shirts of the moment, from all parts of the political spectrum.

"In this business, you have to sniff out the story like a good reporter and know when to strike. We were poised to go the moment we heard Arnold was going to be on 'The Tonight Show.' I mean, he wasn't going on Leno to say no. That was pretty obvious," Mr. Mittin said.

Meanwhile, child actor Gary Coleman -- who is also running for California governor -- has the same problem as Mr. Schwarzenegger. The prospect of his campaign has already proven too delicious for entrepreneurs to resist.

Mr. Coleman's line of unofficial merchandise includes thong underwear, computer mouse pads and baby clothes bearing the motto, "No to Gray. Yes to Gary." It is, promises the manufacturer T-Shirt Stop, "your chance to get a piece of California history."

Indeed.

"The California race is such an unusual spectacle that it's naturally suited for entertainment. And naturally, people are trying to make money off it," said Ron Faucheux, editor of Campaigns & Elections magazine.

Merchandise is part of the political landscape, he said, and most of the time, that's where it stays.

"There's not a lot of political impact with these things, but there are exceptions," Mr. Faucheux said. "Sometimes the message is just too effective."

He recalled the 1991 runoff election for governor of Louisiana, which pitted former Ku Klux Klan leader David Duke against former Gov. Edwin Edwards, a Democrat widely seen as corrupt then and who is now in prison on 17 criminal counts, including racketeering and conspiracy.

The election, which Mr. Edwards eventually won, was made even more infamous by a popular bumper sticker with the slogan, "Vote the Crook. It's Important."

"Now there was a real message," Mr. Faucheux said. "There was a bumper sticker which really was politically effective."

The bumper sticker is still mentioned by pundits whenever the dangers of low voter interest enters the discussion. A Public Broadcasting Service documentary called the bumper sticker "the most memorable and probably most influential slogan of the campaign."

While Mr. Schwarzenegger's official campaign Web site (www.joinarnold.com) is not complete yet, entrepreneurs have not overlooked the possibility of an online bonanza.

"Arnoldforgovernor2003" and seven other domain names are currently for sale at the online auction site EBay for $55,000.

"To Arnold Schwarzenegger's campaign headquarters," the seller writes. "Buy these domain names before someone else does."