Toys and souvenirs will launch later this year and include Airfix kits of the Olympic Stadium, a Scalextric set of the cycling velodrome and models of London buses and taxis.
Hornby owns the Scalextric, Corgi and Airfix brands. The toy maker also has an agreement with the McLaren F1 team to make Scalextric cars based on the team’s vehicles. It also launched a James Bond Quantum of Solace-themed Scalextric set last year.
LOCOG is currently seeking a brand and marketing director after separating its marketing and commercial departments. It also recently appointed McCann Erickson to handle the integrated marketing account for 2012.
Tier one sponsors of the games include British Airways, Lloyds Banking Group and EDF Energy. Other sponsors include Cadbury, Holiday Inn and Holiday Inn Express.