The Russell Museum tells the story of the Russell township, recording the earliest years of Mäori/European contact, including a 1:5 scale model of Cook's Endeavour, There are also artefacts relating to Russell's 100 years as a port of call for whaling ships. A 12-minute DVD outlines Russell's history. The Museum sells Heritage Trail booklets to encourage visitors to explore the town and its vicinity. The shop specialises in Northland books and souvenirs from the area.