THE LONDON OLYMPICS launched its own online shop today (Friday 30 April) featuring 250 souvenirs and mementoes linked to the 2012 Games.

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That’s less than half the story as, within a few months, at least 500 collectables will be ready for sale and by 2012, there will be thousands available as the full Olympics frenzy takes hold.

T-shirts, track suits, hats and bags lead the merchandise march and among the goodies on offer from today are pin-badges themed with the Olympic logo, with variants for different London boroughs associated with the Games.

There are also sets of commemorative £5 coins and toy London taxis and London buses decked out in Olympic colours.

“People love to collect Olympic or Paralympic souvenirs,” said 2012 organising chief, Lord Coe.

“It’s a key part of the Games-time experience. Over the next two years or so, more and more product will be available both on our online shop and at other outlets, helping people to celebrate the Olympic Games and Paralympic Games coming to the UK.”