Get this person an Applied Psychology degree, a copy of "Nudge" by Richard H. Thaler, and a Marketing Executive job position stat!

I'm only half joking there, you could write a whole thesis titled "Increasing Merchandise Sales through Gamification" where different game mechanics, merch item types, and price points could be measured against profit increases to determine the optimal RRP for a gamified merch item to have a meaningful impact on revenue. That could actually help culturally valuable places like museums who survive off grants, donations, and the gift shop.