<text>  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 HBOs 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 HBOs 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 HBOs 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 . 