British Game of Thrones fans are paying up to £60 more than U.S. shoppers to get their hands on the same products . Research comparing the price of merchandise on HBO 's online store found the huge mark-ups stretch to jewellery , clothing and even toys . A sterling silver Targaryen pendant costs £62.99 in the UK - but only £39.45 across the pond . British Game of Thrones fans are paying more than U.S. shoppers for Game of Thrones merchandise . Left , a Targaryen ring costs £27.99 in the UK and the equivalent of £23.40 in America . Right , a sterling silver Targaryen pendant costs £62.99 in the UK - but only £39.45 across the pond . Similarly a sterling silver dragon egg pendant sets back British fans £117.99 with Americans paying just £58.35 . A bookend in the shape of the Iron Throne is nearly £20 more expensive if you order it in the UK while a letter opener is £8.95 more . Even shoppers interested in buying small figurines have to fork out £4.62 more in the UK - an increase of more than 25 per cent . UK shoppers also pay around 13 per cent more than some of their European counterparts , The Sun reported . Rob Davies , a 21-year-old fan of the show , said that fans 'should be treated equally ' . Another fan , Jess Lilley , said : ' I am outraged . They make so much from the show here even though it is produced by Americans . ' Even shoppers interested in buying small figurines like Daenerys Targaryen ( left as doll ; right in show ) have to fork out £4.62 more in the UK - an increase of 25 per cent from its £13.37 U.S. price tag . This Samwell Tarly toy costs £8.99 in the UK - but only £8.02 if you buy it from HBO 's American site . It comes after the fifth series of the HBO show premiered in London on Wednesday . The American fantasy drama - also shown on Sky in Britain - has attracted record viewers for the channel and created a lucrative opportunity for merchandise . Top-end products , sold on HBO 's U.S. site , include a life-size replica of the Iron Throne for $ 30,000 ( around £20,000 ) . Successive British governments have complained about global firms consistently charging British consumers more . A figure of Jaime Lannister ( left ) is £20.99 in the UK and £16.71 in the U.S. , while a House Stark Direwolf pillow ( right ) is nearly half the price in America at £20.06 , compared to £34.99 . A bookend in the shape of the Iron Throne ( right ) is nearly £20 more expensive if you order it in the UK while a letter opener is £8.95 more ( left ) Last year a Which ? consumer survey found the price difference was particularly prevalent when it came to technology . Amazon Prime was more than £20 cheaper in the US at £59 , its survey found . And a 13-inch Apple Macbook Pro cost £1,144 instead of £1,499 in the UK , it said . Part of the price difference is due to the UK having a high VAT rate . A HBO spokesman said : 'The majority of our licensees are outside Europe which creates additional layers of distribution and importation costs . ' The American fantasy drama - also shown on Sky in Britain - has attracted record viewers for HBO and created a lucrative opportunity for merchandise . Jon Snow is pictured above in series three .
Huge tie - ups stretch to toys , jewellery and figurines of jewellery . UK shoppers also pay around 13 per cent more than European consumers .