The Australian War Memorial is gearing up to sell a special range of promotional merchandise during the centenary of ANZAC.
However, there will be no kitsch such as snow domes on sale, according to memorial director Brendan Nelson.
The memorial is calling tenders for a partner to develop a merchandising plan and come up with suitable items for sale.
"There will be a demand from Australians for items that will become mementos to commemorate the centenary of the First World War," Dr Brendan told Fairfax Media on Thursday.
"We are going to the market to see what companies would be interested in partnering with us to produce appropriate merchandising.
"I don't think you are going to see fluffy slippers or beach towels produced by the Australian War Memorial.
"At this stage, we haven't got clear ideas about what kind of things we will produce but I can assure you and your readers they will be dignified and appropriate to the nature of the commemorations."
Dr Nelson said he routinely had to correct people who referred to "celebrations" surrounding the centenary.
"I say no, it's a commemoration not a celebration of anything.
"Obviously the merchandise we produce will be appropriate items for commemoration but at this stage I can't tell you specifically what those items are or are likely to be."
The merchandising strategy was suggested by the Anzac Centenary Advisory Board in its report on suitable commemorations.
The government accepted the proposal for the sale of a "small, appropriate range of official merchandise that upholds the dignity" of the centenary.
The board also recommended that any surplus generated by the sale of official merchanise and any remaining donated funds at the conclusion of the centenary be contributed to worthwhile charities associated with military service, such as scholarships for children of contemporary veterans.
The government says an appropriate scholarship program could be established from remaining funding to support education opportunities for children of contemporary veterans.