THE hooded sweatshirts are a familiar sight on students and tourists around the dreaming spires of the city.

But now Oxford University has been accused of going a little too far in its merchandising efforts with the Oxford Collection of homeware and accessories.

Hong Kong licensing firm Halo has struck a deal with the university to sell products including toiletry bags, chairs, couches and even footballs bearing the university’s mark.

All cash will go back into the university’s coffers thanks to the deal by Oxford Limited, a company it set up to sell branded merchandising.

Marketing information says the upmarket collection is “inspired” by the university and “reflects the distinctive lifestyle, traditions, architecture” of the historic institution. It adds: “Each piece in the range has a relevance to the university, its colleges, buildings or the unique heritage of the place.”

But some dons are unimpressed by the latest foray into the marketplace by the university, which has reached a new global audience with Christ Church’s appearance in the Harry Potter films.

Keble College English tutor Dr Diane Purkiss said: “My own chair is an ergonomic swivel chair, I am afraid, as I often teach for eight hours at a stretch. It lacks a crest on the back. I also have a broken-down sofa in my room; the springs are weak at one end.

“I think my college would be reluctant to replace it with an Oxford sofa at the listed price.”

And she said: “I think it might be time for a note of caution to be sounded about selling that brand too freely and too meretriciously.”

Dons may welcome extra cash from sales, but added: “I know we are short of money, but it does seem a bit much.”

Meanwhile, Christ Church emeritus professor Peter Oppenheimer told the Daily Telegraph that “words fail me” and branded the collection “vulgar” and “inappropriate”.

He added: “This does absolutely nothing for the university other than cheapen its image.

“There is no such thing as a tutor’s chair. Tutors sit in whatever chairs happen to be available.”

The Oxford Mail was unable to establish how much all the items would cost.

However, the university said all cash would “go to support teaching and learning at Oxford”.

A spokesman said: “We work with members of the university and individual colleges to ensure that only product categories that can be demonstrated to be relevant to the university, its history or accomplishments are licensed and the sale of each licensed product generates a royalty for the University.”

Oxford Limited was set up in 1990 and operates the University of Oxford Shop in High Street as well as managing a “global brand licensing programme”.