The shop can be accessed via the Sochi 2014 official website, at http://shop.sochi2014.com, and customers can use it 24 hours a day, with products available from as little as 54 rubles (£1.10/$1.70/€1.30).

The Sochi 2014 mascot can be bought as either a leopard, white bear or hare, and is available from 370 rubles (£7.40/$11.50/€8.85).

A number of new products will be made available from early 2012, such as footballs, puzzles, more clothing and travel accessories.

All bear the Sochi 2014 logo, and card payments can only be made from long term Olympic partner Visa.

Dmitry Chernyshenko, the Sochi 2014 President, said: "In Russia today, online services are an integral part of any project, especially when it comes to such large-scale event like the Olympics and Paralympic Games in Sochi.

"I am convinced that thanks to the online store there will be tens of millions of people in Russia and abroad who will be able to own unique Olympic souvenirs."

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