2026 Masters Merchandise: Gnomes, BIG LETTER HATS, and more gnomes

We’ll start with a question: have you heard about the gnomes?

If you’ve been consuming Masters content on practically any social media platform in the last two weeks, I’m sure the almighty algorithm has served you the latest in consumerism from Augusta, Georgia. “Merch hauls” are putting up numbers on Reels and TikTok as people share how many different colors of the same sweatshirt they procured. The “BurnerVerse” on X is criticizing the latest in BIG LETTER MASTERS FONT HATS. Lines at the North Shop at Augusta National are stretching down the main entryway to the golf course. During the practice rounds, if you called this event a shopping spree that also featured perhaps the world’s greatest golf course, some would call that a fair assessment.

I’m not here to criticize anyone for making the most out of a trip to the Masters, and I even purchased some items myself on Monday. I will not be sharing my “haul” on TikTok, but I will share some information that came across my desk:

MASTERS HUB: Course insights, tournament coverage, and more from Augusta

The hot seller (non-gnome division)? The limited edition Cooperstown teddy bear. These bears sold out in just four minutes, to the point where I couldn’t even find what they were priced at anymore on Monday afternoon. Four minutes!

It’s a complete gnome takeover. Knitted key fobs with the caddie gnome. Gnome print on polos adorned with the map and flag logo. Waffle House-inspired gnome coffee mugs. Gnomes reading putts on T-shirts. Gnomes on crewneck sweatshirts (this one’s kinda sick). The gnome on this year’s Masters watch, with the clock hands being arms that spin around. One Fried Egg Golf staffer who shall remain nameless even purchased the gnome salt-and-pepper shakers to ship home!

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If you’re lucky enough to find your way into Berckmans Place, gnome-sanity does not stop at those doors. There’s a set of all 10 mini-gnomes (this is the 10th year of the gnome phenomenon) available for purchase in that shop, along with a collector’s edition wooden box to keep them all in. This can be yours for four figures!

Speaking of Berckmans, the Masters mahjong set makes its debut in 2026. This set is a three-part purchase: $395 for the tiles, $100 for the mat, and $80 for the bag to carry it all in. I cannot say I am up-to-date on the mahjong set marketplace, but it seems like patrons are happy with this purchase so far.

The aforementioned big letter Masters hats have some new additions: PEACH (in a pink-orange) and NOW DRIVING (in a baby blue). My suggestion? Grab your NOW DRIVING hat, rent a convertible, and drive down the Pacific Coast Highway. Seems like that could be a good time.

Not information, but an observation after a day on site and in the merch tents: the Players Championship is trying so, so hard to be the Masters. Yes, the course itself looks similar with the pinestraw and grass, but this goes all the way down to the Disney World-ification of the events. The Players debuting its Goat logo for premium tickets feels like a direct match to the Berckmans logo options at Augusta. The merch tent is marketed as the almost-main event of the week, with “17” (and Meetings There) being the gnome crutch we’re seeing in the shops around here. I love TPC Sawgrass as a tournament venue. The Players seems like the best general fan experience out of any event I’ve attended. I would recommend any golf fan make the trip at some point in their lives. But it is not the Masters. Sorry, Mr. Rolapp.

By the way … if you haven’t seen it, this year’s gnome, rumored to be the final installment, now has its own functioning umbrella!