"We hear the word legacy in connection with the Games, we hear the words infrastructure and development, but for me it's about the engagement of the next generation," said Black, as he stood next to two life-size versions of the twin 2012 mascots, Wenlock and Mandeville.

"It's about the kids that don't really understand what the Olympics is, but they know it's coming to this country.

"And that's why these mascots are so important.

"I have five year old twin boys and they have some sort of concept of 'Daddy used to run at something called the Olympics', but they don't really know what it is.

"But when they got these mascots, when they first came out, they were delighted.

"They absolutely loved them, and these for them are the symbols of the Olympic Games."

Julie Taylor, sales director for the Telford-based mascot designers Golden Bear Products Ltd, said that the items - which included a new Team GB mascot based on a lion with a mane in the colours of the Union flag - would be widely available from spring this year, although some would be on sale sooner in recognised London 2012 merchandising branches.

The new range includes themed domino sets, pens, mini-sketching pads, as well as characters dressed as guardsmen, beefeaters and police officers and others depicting the full range of Olympic sports.

The items, manufactured in China, will sell from between £4.99 (charm accessory) and £150 (80cm mascot).



Also on show at Olympia within Toy Fair 2011 are a collection of 2012-themed items made by Hornby, which include vehicles and figurines, train sets, Scalextric tracks and replica products such as London 2012 die cast taxi collection which showcases 40 Olympic and Paralympic sports through the artistic pictogram motifs.

From January of this year, Hornby has invested in a major marketing campaign that will bring the taxis to life and operate across London into 2012.

As part of the Team GB merchandising programme, Scalextric is producing its first cycling set based on the velodrome cycling, where the indoor track cycling excitement takes place.

The set will be supported by a major TV campaign.

The Great British Classics Vehicles collection highlights vehicles with worldwide recognition as British icons, featuring London 2012 styling.

The range includes a Routemaster Bus and LTI Taxi.

Completing this collection will be the Mini and Concorde.

To read Mike Rowbottom's blog on the London 2012 mascots click here.

Contact the writer of this story at [email protected]


Related stories
November 2010: New London 2012 retail shop opens at Paddington Station
May 2010: Izzy creator likes Wenlock and Mandeville
May 2010: Exclusive - Much Wenlock celebrates having London 2012 mascot named after it
May 2010: Mascots set to make £14 million for London 2012
May 2010: London 2012 launch mascots