LOCOG has opened its second dedicated London 2012 retail store.
Based in The Lawn shopping area of Paddington Station, the 700 square foot space will sell a wide range of London 2012 merchandise. This includes the Wenlock and Mandeville mascot soft toys, clothing and accessories, gifts, keyrings, pin badges and collectables.
The store at Paddington follows on from the successful launch of the outlet at St Pancras International Station, which opened in July of this year.
Best selling products in the store to date include the mascot soft toys, London 2012 Olympic logo pin badge, men's Union Jack t-shirt, Olympic Legends Top Trumps and children's baseball caps.
LOCOG has also revealed that its in-venue retail outlets at Games time will be operated by three licensees: IMG will operate retail outlets in 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.
"Olympic and Paralympic souvenirs are a key part of any Games," explained LOCOG CEO, Paul Deighton. "Merchandise is an important revenue stream when funding the Games, but the products also give people the opportunity to show their support for London 2012 and for Team GB and Paralympics GB.
"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 UK."
London 2012 now has 36 licensees. The programme is expected to generate around £1 billion worth of sales, contributing around £80 milliom to the staging of the Games.