We were trying to benefit the local market, but with a preprinted price, it's the same whether you buy it in New Haven or you buy it in Ohio," Wilson says. "Therefore, someone is collecting money that might as well be going to Yale."

Harvard officials have not yet reached a decision regarding exemptions. Director of Alumni Jack P. Reardon '60, who is in charge of the matter, says that Harvard is reluctant to grant exemptions from royalties because the money raised goes to scholarships.

"If a store was in existence because Harvard started it, or if their prices saved students money" those might be reasons to grant an exemption, Reardon says. "I'd be interested in what store does those things. I don't think the prices in the Square are any bargains."

Marketing Overseas

Harvard may soon find itself looking much farther than the Square as it begins licensing programs overseas. While trademarks are already being filed in Australia and Canada, there has been talk of marketing in Europe as well.

"People want to do Europe--Italy, Germany, France," says Struss. In fact, the Harvard licensing program began overseas. Before attempting to license in the United States, the University held a trial run in Japan that earned it more than $100,000.

Larry E. Workman, controller at Russell Corporation, predicts that Harvard insignia products would be successful in Europe.

"There's no question, Harvard has international recognition. It would be a name that would sell in Europe," says Workman. "Harvard, Yale, Miami, Southern Cal, Notre Dame all have recognition on the Continent."

And Europe isn't the only place where Harvard is well-known.

Kong S. Chiu, a graduate student at the University of Lowell shopping at the Harvard Coop with his friend Lei Zhang, said that Zhang was visiting from China and wanted to get a Harvard shirt for her sister back in Beijing.

"I guess she wouldn't put up with a University of Chicago one," he joked.