Baz Luhrmann‘s adaptation of The Great Gatsby arrived in theaters today, old sport, and everyone from here to Montenegro–little Montenegro down on the Adriatic Sea!–is trying to get a piece of the action. Although we’ve yet to see Meyer Wolfshiem-style molar cufflinks hit stores or Goddard‘s The Rise of the Coloured Empires ascend the bestseller list, the merch is multiplying. Of course, there’s the movie tie-in version of the book, sporting a new cover that one bookseller characterized as “just God-awful.” Brooks Brothers is selling a Gatsby Collection, inspired by costume designer Catherine Martin‘s take on all those heartbreakingly beautiful shirts (Gatsby had his man in London send a fresh batch over each season), and Tiffany & Co. is promoting “jazz-age glamour” pieces, such as this diamond- and pearl-studded Great Gatsby Collection headpiece–yours for $200,000. Fans on a budget closer to that of Nick Carraway can opt for a selection of Gatsby t-shirts after trying their hand at The Great Gatsby video game, the brilliant, Nintendo-style creation of Charlie Hoey and Peter Malamud Smith. But as usual, everyone looks like beautiful little fools when compared to Stephen Colbert, who didn’t let his failure to read Fitzgerald‘s classic stop him from greenlighting a book club segment on it.