First-Ever Tony Awards Pop-Up Shop to Launch at the Paramount Hotel

New York is ringing in the theater awards season with extra flair this year. On April 25 a pop-up shop selling Tony merchandise and fan experiences will open at the Paramount Hotel on West 46th Street between Broadway and 8th Avenue. The shop will remain open through the June 8 Tony Awards ceremony, hosted this year by Tony Award winner Hugh Jackman at Radio City Music Hall.

The purpose of the shop is not to make a profit but rather to increase public excitement about the Broadway season and the award show that celebrates its achievement. "We want to have more of a presence in the theater district during award season," said Heather Hitchens, executive director of the American Theatre Wing, which presents the Tony Awards along with the Broadway League. "We want to get people excited about the story we have to tell."

The store will offer Tony-branded T-shirts, mugs, hats and umbrellas, as well as merchandise from this season's Broadway productions. Proceeds from the sales will go back into producing the show and ancillary events. As the Tony Awards' official hotel, the Paramount is not charging for the space. Jeanette Stancato, the director of sales and marketing at the hotel, said, "We get great foot traffic and we wanted to see how we could help celebrate the Tonys."

As Broadway's biggest event of the year, the Tony Awards serve as one of the industry's greatest annual boosts to attendance. With any luck, increased Tony campaigning could translate into dollars at the Broadway box offices.

The 2014 Tony Award nominees will be announced on April 29.