Kiss have more pieces of merchandise and have generated more money from merchandise, than any other artist in the history of music. Bassist and co-founder Gene Simmons, who has been the most aggressive and ambitious member of the band in seeking merchandising deals, has voiced disregard for the portions of his fan base who disapprove of such merchandising. In his book "Sex Money Kiss," he states: "I think it's cool to see my face on a lunchbox. It's fun. I'm doing this for me. You don't have to buy one."