May 15 - An on-line shop for Olympic Games merchandise has been launched, stocking over two hundred lines from clothing to collectable pin badges which featuring iconic landmarks of London boroughs.

By the summer there will be 500 lines of product and it will eventually grow to sell thousands of London 2012, TeamGB and ParalympicsGB products in the coming months and years.

Retail of official Games related merchandise will play a vital role in funding of the Games in 2012, admit LOCOG, the London organising committee.

LOCOG has signed more than 30 licensees to produce Games-related products. These include the likes of the Royal Mail, Royal Mint, Hornby, Letts Filofax and Links of London.

Chairman Sebastian Coe commented, "People love to collect Olympic or Paralympic souvenirs, 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."

The shop's website can be found on: www.london2012.com/shop. (The End)