London 2012 launches new range of Team GB Products

05 August 2011 / 14:00


With just under a year to go until the London 2012 Games, the London Organising Committee of the Olympic Games and Paralympic Games has today launched its new range of Team GB and ParalympicsGB products.

This is the first time in Olympic and Paralympic history supporters of the home nation will be able to get behind their team with such a huge range of licensed products.

The product range includes clothing such as T-shirts and sweatshirts, home wares such as cushions and bed sheet sets, children’s colouring-in books, soft toys, collectable jewellery and even scooters and bicycles.

This brand new range features a new addition to the team: Pride the Lion. Pride is Team GB’s mascot and will be available as a soft toy, on books, games, clothing, homewares and many more gifts and collectables.

The 2012 Team GB and ParalympicsGB teams will be the largest ever to represent Great Britain in any sporting event for over 100 years.  The United Kingdom will have over 900 ambitious athletes at the peak of their performance, competing in more sports and disciplines than ever before.

Team GB 2012 Ambassador Jonathan Edwards commented: “Having seen firsthand at the 2000 Sydney Olympic games the impact that visible home support can have on an athlete, this new range is a great way for fans to show their support for Team GB.”

LOCOG Chief Executive Paul Deighton commented: “The Team GB and ParalympicsGB range is not only a great way to show your support but it also helps fund the staging of the Games. Our Olympic and Paralympic hopefuls have made the ultimate commitment to their sport, their team and their nation and now it’s our turn.”

Team GB Chef de Mission Andy Hunt said: “It is fantastic that fans will have a range of items to choose from to get behind Team GB – a brand that stands for commitment, dedication and excellence.  There will be something for everyone so that every person will have the opportunity to feel included and give British athletes the unique advantage of visible home nation support.”

By Games time, an estimated 10,000 London 2012 merchandise items will be on sale in the UK.  It is anticipated that the London 2012 merchandise programme will generate more than £1billion worth of sales, contributing more than £80m to the staging of the Games.

Available nationwide from, all good High Street retailers and official London 2012 Shops at: St Pancras International, Paddington station, Heathrow Terminal 5, London Stansted, John Lewis Oxford Street and John Lewis Stratford City (opening 13 September 2011).

A core part of the range and a wearable way to get behind the team, adidas branded Team GB and ParalympicsGB clothing and accessories will be available from 1st November in London 2012 Shops, adidas stores, John Lewis and at retailers nationwide.