London 2012 Opens Shop, Appoints Licensees

The new partners will be responsible for managing approximately 80 different points of sales across all games-time competition and non-competition venues. IMG will operate retail outlets at Wimbledon. The Retail People will operate retail outlets at all other all-competition and non-competition venues and Event Merchandise will operate as a special purpose retailer. More details about the retail outlets will be released soon.

Meanwhile, the 700-square-foot Paddington Station shop is selling a wide range of merchandise, including Wenlock and Mandeville mascot soft toys, clothing and accessories, key rings, gifts, pin badges and collectibles. There is already a shop at St Pancras International Station, where the best-sellers to date are: London 2012 Wenlock

"Olympic and Paralympic souvenirs are a key part of any games," says Paul Deighton, LOCOG's chief executive officer. "Merchandise is an important revenue stream when funding the games, but the products also give people the opportunity to show their support for the London 2012 and for Team GB and ParalympicsGB. Of course, in years to come, many of these souvenirs will become collectors' items and memories of this once-in-a-lifetime event coming to London and the U.K."

London 2012 now has 36 licensees who will produce and sell London 2012, Team GB and ParalympicsGB merchandise between now and 2012. The program is expected to generate around £1 billion ($1.6 billion) worth of sales, contributing around £80 million ($128 million) to the staging of the games.