The popes 6-day visit in Germany costs more than Euro 50 Million

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HOLY KITSCH - Pope Takes Marketing Cue from FIFA World Cup

By Alexander Linden and Peter Wensierski

As the pope prepares for his upcoming visit to Bavaria, the Vatican has embarked on an unprecedented campaign to market the leader of the Roman Catholic Church. By selling official fan paraphernalia, the church plans to turn a profit from the hype surrounding Pope Benedict XVI.

The "Hutkönig," or "King of Hats," has been in its location across from the cathedral in the southern German city of Regensburg for five generations. The time-honored hat making business, where good taste is de rigueur, has counted royal and princely families among its clientele. But this year "Hutkönig" appears to be making a small exception to its traditional fare. Its latest model, the "Benedict," has been on display in the shop's window for the past few days. The creation, in the style of a Don Camillo hat, is available in five versions. The most exclusive -- in rabbit fur felt with a red velour hatband -- is priced at a steep €598.

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