London 2012 plan ramps up

34 licensees now on board, with mascot launch marking next stage of licensing programme.
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The merchandise programme for London 2012 is gathering momentum, following the launch of the official mascots, Wenlock and Mandeville earlier this week.

The LOCOG licensing drive is expected to raise £70 million in royalties, which go towards the staging of the Games.

To date, 34 licensees have been signed up. They will ultimately produce 10,000 pieces of merchandise.

New signings include Aykroyds and TDP (children's and adults nightwear and underwear); BL Sports (bags); Cohen & Wilks (infant/babywear); Football Mania (stationery/partyware); Grant Barnett (umbrellas); Hy-Pro (sports/outdoor toys); If Cardboard Creations (bookmarks); Pyramid (posters/fine art prints); Roy Lowe & Sons (socks); Samlerhuset (ingots); and Spearmark (drink bottles, lunchboxes, melamine).

LOCOG director of commercial negotiations, Charlie Wijeratna, said: "We are building an impressive team of licensees, from large to small, who will produce a fantastic range of London 2012 merchandise over the next couple of years.

"Now we've welcomed our mascots, Wenlock and Mandeville, to the world, our merchandise programme will really move up a gear. Our online shop is live and later this year we will open our first dedicated London 2012 shop. By the time we celebrate two years to go this summer, the merchandise and retail programmes will be fully up and running."

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