Olympics / Euro 2012 Special

We take a a look at just some of the officially licensed merchandise for Euro 2012, the England football team and London 2012.
Publish date:
15_Lego Team GB Minifigures.jpg

With both the Euro tournament and the Olympic and Paralympic Games due to captivate the UK from this month, how can toy retailers take advantage? Samantha Loveday brings you a guide to the officially licensed merchandise for Euro 2012, the England football team and London 2012.

Golden Bear 01952 608308

Master toy licensee Golden Bear has a vast array of official mascot products, and, with just weeks to go, is urging retailers to stock up quickly.

Wenlock and Mandeville are available as everything from cuddly collectables, through to soft key rings and giant 80cm plush. 

As part of the 80 SKU collection there are plenty of souvenirs which the firm believes are ideal for impulse purchases. These are displayed in CDUs and range from commemorative eight-colour pens to collectable figures of Wenlock in a number of sporting poses. There are also some unique renditions of the mascots such as the Union Jack Wenlock and also a version dressed as a Queen’s guard.

Golden Bear also has Wenlock and Mandeville Mini Sketchy-Fun scribblers and dominoes sets, all of which sport the London 2012 colours and logos.
In addition, the firm is offering Pride the Lion which is available in a choice of red, white or blue, with a mane of all three colours.

Cartamundi 01268 511522

Cartamundi has a collection of Euro 2012 products.
First up, the Euro 2012 Donkey Game (£2.99) is a two-in-one card game which includes the Black Peter game, where players must collect and discard as many pairs as possible, while trying to get the ‘Donkey’ card; plus the Pairs game, where the winner ends up with the most pairs.

Euro 2012 Poker-sized Playing Cards (£3.99) are aimed at age eight and up and feature Euro 2012 imagery, while the Euro 2012 Bridge-sized Playing Cards (£2.99) are standard sized cards featuring similar imagery.
Finally, Cartamundi has Euro 2012 Twin Bridge Set Playing Games (£5.99). The themed set contains two packs of cards with different reverses.

Hornby 01843 233500

Hornby was granted its licence back in 2009 and has an extensive range of product across all of its brands: Corgi, Hornby, Scalextric and Airfix. The collection includes die-cast model vehicles, die-cast figurines, 3D die-cast key rings, London 2012 train sets and a Scalextric Velodrome Cycling set among other items.

The Mini Olympic Torch is the latest addition to Hornby’s London 2012 line-up. The 1:5 scale die-cast model is currently being allocated as demand is exceeding supply.
One of the firm’s best selling ranges is Great British Classics. Since its launch in October 2010, the collection has been flying off shelves and breaking Hornby records.

The line consists of five iconic British vehicles: the Routemaster, Mini, taxi, Concorde and tube train. Each vehicle has a decoration by the London 2012 tourist icons and Union Jack Flag designs. Both the Concorde and tube train are only a few per cent away from being sold out.

Finally, the Destination London 2012 range is a collection of 40 Olympic and Paralympic taxis, with decoration inspired by the official pictograms. From a base production exceeding half a million units, Hornby is reporting to have less than 20 per cent of the product left, with the busiest period of retail activity still to come.

MV Sports 0121 748 8000

MV has an official Team GB collection of bikes, scooters and accessories focusing on the strong, patriotic livery of red, white and blue. The firm says it is also the only range which displays both the lion’s head motif and London 2012 insignia.

The cornerstone of the line-up is the selection of Team GB bicycles. The firm has Team GB BMXs in 12, 14, 16 and 20 inches, while there are also two new racing style models in 20 and 24-inch sizes. These combine sleek frame design with Team GB graphics, along with racing bike style drop handlebars.

In terms of scooters, MV Sports offers a Team GB in-line scooter aimed at beginners; a Team GB BMX stunt scooter; and a Team GB racing scooter with high spec precision bearings and large wheels.

MV also has a range of helmets and protection gear to complement the wheeled line-up. Three new helmets include a beginner’s kid’s helmet, a racing style and a BMX model. Other accessories include bicycle bells, drinks bottles and saddle covers, a supporter’s bike flag and a couple of combination sets.

TDP Textiles 01283 550400

TDP Textiles has designed a capsule collection of boys and girls Olympics briefs (available as both singles and three-packs), which are offered to retailers in fixed ratio packs of 36 units.

The range consists of three styles of boys’ pyjamas, two different styles of girls’ pyjamas, two designs of single briefs for both sexes and a three-pack brief in both girls and boys styles.

TDP Textiles has already supplied a wide range of retailers including Sainsbury’s, Mothercare, Next, Tesco and John Lewis.

Magmatic 0117 9542 781

When production of the MK5 Trunki began on April 19th, perhaps fittingly, the first British made case to roll off the Magmatic production line was its Team GB licensed Trunki.

Designed in sheer white, the Trunki has turquoise and red union jack detail, official Olympic and Paralympic logos, plus sparkly horns. It is made from the same hardwearing plastic as adult suitcases and is hand luggage approved.

It features two carry handles, secret compartments, locking catches, a bits pouch and teddy bear seatbelts (or internal straps). The Trunki is CE marked,
holds the EN71 safety certificate and
is recyclable.

Destination Board Games 023 9270 4040

Destination London 2012 (£24.95) is based on the popular taxi game, Destination London. Focusing on the Games’ venues and London attractions, players are visitors in taxis collecting tickets and avoiding hazards along the way.

Meanwhile, Destination London 2012 Sports (£19.95) is a junior version for younger players, in which they become the mascots, Wenlock and Mandeville, and compete for medal points.

lego 01753 495000

Lego has launched a special edition range of Team GB Minifigures.

The collectable range will only be available in the UK to commemorate the event.

The Minifigures spark the sporting imagination, so kids can stage their very own Games.

At £1.99 each, the Team GB Lego Minifigures will be in stores from July 1st 2012.

There are nine exclusive characters in the line-up, including: Brawny Boxer; The Stealth Swimmer; Relay Runner; Judo Fighter; Tactical Tennis Player; Flexible Gymnast; Wondrous Weightlifter; Horseback rider; and Agile Archer.

Merrythought 01952 433116

Britain’s oldest remaining soft toy maker, Merrythought, is producing the official range of London 2012 Olympic, Paralympic and Team GB teddy bears.

Entirely made in Britain, the bears are based on an original Merrythought pattern from 1948 – the year London last hosted the Olympics – and are made using the finest mohair (natural wool from the Angora goat), finished with a satin ribbon and cased in a bespoke presentation box.

There are six limited edition designs available to choose from: the golden mohair London 2012 Commemorative Teddy Bear in turquoise blue, pink, aqua green or Union Jack colourways (2,012 pieces of each); the Paralympic Games Commemorative Teddy Bear (2,012 pieces); and the Team GB Commemorative Teddy Bear in white mohair (5,000 pieces). 

Each of the teddy bears have an RRP of £80.

Topps 01908 561588

Topps boasts the official England trading card game, Match Attax England 2012.

It features all of the players from the England team, as well as top players from other footballing countries. There are over 200 cards to collect, featuring the latest player stats and photos, plus rare ‘Man of the Match’ special cards and new limited editions. The starter pack is £3.99 and includes a limited edition card of Wayne Rooney, plus a collector binder, a pitch to battle opponents on and 11 cards.

Topps also has the England 2012 Official Sticker Collection, which includes over 302 stickers in a 64-page album. It retails at £1.49 and features in-depth player stats and all the current England squad, plus greatest ever players, goals and classic moments, as well as stars of teams from other countries.

Winning Moves 020 7298 9501

Winning Moves has produced its biggest ever product range for a single licensor with its London 2012 collection of games and puzzles.

The games have been designed to span a broad price range and to cater for the whole family. 

Pocket money items such as Top Trumps and playing cards retail at £3.99, with mid-price items like the three souvenir jigsaws start at £7.99. Higher priced items include the London 2012 Monopoly game and the Top Trumps Tournament game, while Winning Moves has also produced a ‘bite-sized’ Trivial Pursuit especially for London 2012.

On top of this, the company has launched a London 2012 version of the word game Bananagrams (£16.99). Staying true to the original game, five coloured ‘joker’ tiles featuring various Olympic sports pictograms have also been added.

Pyramid International 0116 284 3640

A new range of patriotic posters for the Euro 2012 football tournament has been designed to support the England team. The designs feature the red cross of St George, with slogans including ‘England til I die’ and ‘Come On England’.

Pyramid also has a range of products created for the London 2012 Olympic and Paralympic Games. As the official poster licensee, the firm has created a set of designs featuring a variety of sporting motifs and the mascots. There is also a Medals Wall Chart where children can keep track of all winners of the Games, plus a tube map – cross-licensed with London Transport Authority – which features past sporting heroes from the Olympics. A 3D poster design in A3 is also available.

In addition to the standard posters, Pyramid has also produced an exclusive collection of official London 2012 posters, featuring specially created artworks by 12 UK artists. Each of them has produced strictly limited edition prints of one-off artworks. Each of the 12 designs will include a strip at the bottom featuring the artist’s name, title of the piece and the five coloured Olympic rings or Paralympic Games Agitos, together with the appropriate London 2012 Games logo.

Hy-Pro 01582 670100

Hy-Pro has products for both the London 2012 Olympics and the Euro 2012 football tournament.

First up, the firm is the master licensee for the FA programme and has created a line of England football merchandise bearing the Three Lions motif. Products range from various England accessories – wristbands, water bottles, scooters, shin guards and goals – through to the football category and different types of luggage.
Meanwhile, the company also has a wide range of Olympic and Paralympic merchandise, featuring the official mascots Wenlock and Mandeville, plus Team GB mascot, Pride the Lion. 

Products range from inflatable mascots to collectable items, including the Team GB rubber ducks across a number of sporting events, a range of footballs and basketballs, along with outdoor toys such as Frisbees, PU balls and hoppers.

Panini (Click Distribution) 01604 877888

Distributed by Click, Panini has products for both the Olympics and Euro 2012.

The UEFA Euro 2012 Trading Card Game and Sticker Collection includes 539 stickers in the 64-page album. It also features information about every player, as well as the calendar of matches to be played.

Panini also has the official sticker collection and trading card game for London 2012. There are 444 stickers to collect, with 24 kiss-cut stickers and 24 rainbow foil stickers. Also included are key dates for each event, venue information, Did You Know? Flashes and Fun Fact flashes. Starter packs are £1.99 with sticker packets priced at 50p. Meanwhile, the TCG includes facts, figures, guides to the games and imagery. There are 250 base cards to collect, plus 100 special cards including 50 glitter foil cards, 40 super foil cards and ten ultimate foil cards. Starter packs are £4.99 with trading card packs priced at 75 pence.

Spearmark 01480 222335

Spearmark has developed exclusive collections of lunchware and drinkware products.

A mascot range featuring Wenlock and Mandeville has been designed to help parents encourage healthy lifestyles in their children through an association with sport and activity. 

The firm’s core line, meanwhile, encourages people of all ages to get active with its health-focused
products such as lunch bags and sports bottles.

Finally, Spearmark also has a Team GB/Paralympics GB ranges using combinations of red, white and blue.

Honav 020 7515 0446

Honav has a collection of pins for the London 2012 Olympics, with 2,012 different designs availabale to choose from.

Pins come in several themes including logos, sporting stamps and torch relay.

A range of designs have also been prepared for each game. Honav is hopeful that the collectable nature of the pins will take off during the games. The origins of trading and exchanging Olympic pins apparently began with athletes offering their home country identities to fellow competitors as a token of friendship and as mementoes.

BL Sports 07885 553032

The bag, luggage and travel accessory specialist will be stocking around 90 SKUs by mid-June in its Milton Keynes warehouse. BL Sports boasts a wide variety of styles from children’s mascot fold wallets, through to high quality travel holdalls and back to school bags.

BLS MD, Quentin Crawley, commented: “The critical time for retailers is certainly now. From a bag perspective, what better time to enjoy a successful back to school than by combining the event with the London 2012 Olympics?”

Cohen & Wilks 0113 391 7837

While perhaps not for traditional independent toy stores, CWI’s apparel line is available from the likes of Debenhams, John Lewis and Sainsbury’s. The firm is the official licensee for baby and toddler apparel up to the age of five.

It has launched several ranges using the colours from the London 2012 palette, with design features including the Union Jack Flag, the mascots and the London skyline. There is also a collection supporting the Team GB and Paralympic GB teams.

Bombki 01708 457993

Bombki is offering retailers a cute and quirky Little London 2012 set of mouth-blown glass hanging ornaments which features the official London 2012 mascots Wenlock and Mandeville.

The collection consists of five pieces, which measure between five and eight centimetres high and are presented in a black lacquered London 2012 wooden collector’s box.


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