2012 merchandise opportunities
London 2012’s merchandise programme is an important initiative to help Games organisers engage with the general public and encourage participation in London 2012 activities. The programme also contributes revenue that enables the successful staging of the Games.
For this reason the London Organising Committee strictly controls the right to manufacture and sell official London 2012 products through the appointment of official merchandising licenses. Businesses wishing to apply for these opportunities must do so through the CompeteFor website. Available licensing opportunities are announced through CompeteFor and businesses must complete and submit an online application to be considered.
A number of licenses have already been appointed for various products including apparel, mascot toys and a variety of other collectibles. Businesses are reminded that these appointments also represent potential sub-contracting and partnership opportunities for those with relevant products developed in anticipation of the Games.
2012 Licensees appointed so far
| Product Category | Licensee |
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| Apparel | Adidas |
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| Bags & luggage, outdoor furniture | Highlander Scotland |
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| Bags, luggage & travel | BL Sport UK |
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| Bookmarks | IF Cardboard Creations |
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| Books – illustrated reference, photographic | John Wiley & Sons |
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| Books – sports, children & illustrated reference | Carlton Books |
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| Books – travel | Time Out Guides |
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| Ceramics & crystal | WWRD |
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| Coins | Royal mint |
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| Collectible stickers, collectible trading cards | Panini |
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| Cycling and wheeled toys | Tandem Group |
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| Destination London 2012 board game | She Who Dares |
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| Diaries, notebooks & organisers | Letts Filofax |
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| Die-cast collectibles & toys | Hornby |
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| Drinks bottles, lunch bags & boxes | Spearmark Houseware |
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| Glass home & gift items | Dartington |
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| Hand-embroidered cushions | Jan Constantine |
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| Handmade glass baubles & decorations | Bombki |
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| Holograms | De La Rue |
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| Infant & baby daywear (0-5) | Cohen & Wilks |
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| Jewellery & precious metal collections | Links of London |
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| Kitchen textiles & accessories | Ulster Weavers |
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| Lapel pins | Honav |
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| Life-sized mascot costume characters | Rainbow Productions |
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| Mascot plush & plastic toys | Golden Bear |
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| Memorabilia | Innovative Sports Limited |
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| Music records & publishing | Universal Music Group |
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| Nightwear & underwear | TDP Aykroyd |
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| Online store solutions provider | e-Commera |
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| Outdoor toys | Hy-Pro |
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| Playing cards, card games & board games | Winning Moves |
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| Posters | Pyramid International |
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| Precious metals & ingots | Samlerhuset |
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| Programmes | Haymarket |
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| Socks | Roy Lowe |
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| Souvenirs – key rings, hair accessories, flags | Icon Live |
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| Souvenirs – key rings, magnets, resin | Awnhill |
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| Sport optics: binoculars, telescopes & laser rangefinders | Nikon UK |
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| Stainless steel gift items | Touch of Ginger |
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| Stamps & philatelic products | Royal Mail |
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| Stationery & related products | Football Mania |
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| Sunglasses - children's | Zoobug |
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| Towels, bedding & other related products | Ashley Wilde |
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| Umbrellas | Grant Barnett |
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| Video, online & mobile games | ISM |
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For more information about London 2012 licensee opportunities, including details of licensed product categories relevant to your own retail business along with contact details for the official licensee concerned, email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
