My sister and her family keep on buying all of these neat coffee mugs for all these movies and TV shows they love, like Star Wars and Dr. Who and such; and every time they use one and put it in the dishwasher to wash it, the beautiful artwork printed along the outside of the mug wrinkles all up and chips or flakes off. (I'm not even joking; this happens all the time with all kinds of really expensive official TV show- and movie-related coffee mugs!)
So I think it's pretty clear what's going on here: These souvenir mugs are dry-clean only!