Whaling Museum’s ‘Worst Aquarium’ Merchandise Becomes a Hit

New Bedford is recognized for its whaling history in America. Now, the New Bedford Whaling Museum is gaining attention for a different reason. In 2020, a Google review labeled it the ‘worst aquarium ever,’ despite having no such exhibit at the time. The museum turned this critique into a merchandise design, capturing national interest.

Last fall, they started selling shirts and hoodies featuring the review. National coverage, including a CBS Evening News segment, highlighted the merchandise. This led to a surge in sales, with 738 online orders placed in less than a day, according to Annelise Conway, the museum’s chief engagement officer.

Amanda McMullen, the museum’s president and CEO, noted that staff had long found humor in the review. They decided to embrace it creatively. Despite the absence of live aquaculture, the museum displays impressive whale skeletons, including a 66-foot blue whale.

Emily Roznoy, who designed the merchandise, drew inspiration from staff jokes and other creative examples. The design features the review on the back of apparel and a drawing of a whale skeleton in front. By Thursday, orders for the merchandise had increased by 250% from the previous week.

The museum initially ordered 160 T-shirts but increased the supply due to demand, adding hundreds more items. Roznoy appreciated the design’s success, noting her personal pride in crafting something widely appreciated. She aims to connect with a larger audience through accessible, engaging art.

A minor aquarium exhibit with a 250-gallon tank was installed this year. The exhibit, in partnership with UMass Dartmouth, features local marine life. While there remain no live whales, the exhibit contributes to discussions on regional ecology.

Conway commented on the organic, local spirit reflected in the merchandise’s design. Staff take an active role in promoting the museum. Roznoy, a local resident, expressed excitement about the outreach success beyond their expectations.

The museum positions itself as an engaging institution, blending fun with educational focus. Conway emphasizes a community-friendly approach, welcoming interaction over traditional formality.