The reach of TV juggernaut Downton Abbey is expanding with a range of merchandise that includes homewares and clothes.
Forget Mad Men modernism. This season's style is all about Downton Abbey's Edwardian opulence.
Millions around the world have been seduced by the straight-laced but stylish world of the British historical drama.
When a show is this global and this loved, I don't see any problem with offering products to hardened fans who want to extend their relationship with the show that they love.
Soon they'll be able to take some of that style home, getting lips as soft as Lady Mary's, wine inspired by Lord Grantham's favourite tipple and even walls as grey as Mrs Patmore's kitchen.
Downton Abbey signature soaps.
Since it premiered in 2010, the series about the family and servants of a grand English house in the 1910s and 1920s has become a television juggernaut, sold to 220 territories around the world.
The program's makers have arguably been slow to exploit the commercial potential of that popularity through merchandising, selling little more than DVD sets, wall calendars and desk diaries. But that is about to change.
Along with the fourth season, beginning on British television in September (and on Australia's Seven Network next year), comes a range of merchandise that includes a board game, homewares, clothes, beauty products and even Downton wine.
Downton Abbey lipgloss collection.
All in the best possible taste, of course.
"We haven't rushed into it," executive producer Gareth Neame says. "We don't want to carpet bomb the retail sector."
In keeping with the program's posh-frothy image, the products being rolled out aim to be quirky rather than kitschy.
British retail chain Marks & Spencer will have a Downton Abbey beauty line, including soap, nail polish, lip gloss, lotion and scented candles.
The items are whimsically packaged and adorned with quotations from the series, including the advice offered by Maggie Smith's Dowager Countess of Grantham in the first episode: "No one wants to kiss a girl in black."
Downton merchandising in the United States and Canada is handled by Knockout Licensing, which has struck deals for a jewellery range from Danbury Mint and Downton-themed Christmas ornaments from Kurt Adler - both going on sale later this year.
It also has a licensing agreement with figurine manufacturer Bradford Exchange, raising fans' hopes for a range of Downton dolls - Scheming Thomas and Admirable Bates, perhaps.
North American fans will also soon be able to drink Downton Abbey wine, marketed by Wines That Rock, the California company behind the Rolling Stones' 40 Licks merlot and Pink Floyd's Dark Side of the Moon cabernet sauvignon.
The Downton red - a French claret - sounds more genteel.
Cele Otnes, a professor of marketing at the University of Illinois at Urbana-Champaign, says the richly detailed world of Downton Abbey is key to viewers' intense bond with the show.
She likens it to Mad Men: "It's not just a television program, it's really an aesthetic."
She cites a reported rise in sales of cravats, waistcoats and sherry as evidence of a Downton-driven appetite for Edwardian elegance.
"It's that whole thing about presenting a lifestyle," she says.
"We get in the house, we get inside these characters' lives. We see inside their bedrooms, their bathrooms, their kitchens.
"We can absorb ourselves not only in the story, which is compelling, but in the details of their lives."
No detail is too small for emulation - down to the paint on the abbey walls.
Mylands, the London-based paint company that supplies the show with historically accurate pigments, recently began marketing two Downton tones to the public: Amber Grey (the colour of the downstairs kitchen overseen by cook Mrs Patmore) and Empire Grey (which adorns Mr Carson's butler's den).
Mylands spokeswoman Simone Barker describes the Downton greys as "extremely chic".
Otnes urges Downton's makers to keep the products tasteful and to limit the range of merchandise: "I hope they don't over-market the show."
Neame - who heads Downton production company Carnival Films, owned by NBC Universal - isn't worried.
"I don't have a nervous attitude about the idea of merchandising," says Neame, who personally approves every item of merchandise.
"When a show is this global and this loved, I don't see any problem with offering products to hardened fans who want to extend their relationship with the show that they love."