2012 chiefs look to create shopping bag brand

London Olympic chiefs want the packaging and bags used for 2012 merchandise to act as a “brand extension” for the event as they unveil measures aimed at boosting commercial revenue.

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London Organising Committee for the Olympic Games (Locog) is looking to appoint a supplier to develop a range of packaging and shopping bags for goods sold in official 2012 shops.

According to a tender notice, “the packaging will naturally form part of the London 2012 retail experience…and in turn create a brand extension for the event and official retail operation.”

There are currently two official London 2012 shops but that is expected to increase to five before the start of the Games.

Locog has also announced the appointment of two new licensees. Dartington will produce a range of glass home and gift items including photo frames, figurines and commemorative pieces featuring images of the capital, while Bombki has been appointed to produce collectable handmade glass baubles and decorations.

Locog wants to raise £80m from licensing royalty revenues. It is expected there will be £1bn-worth of London 2012 merchandise sold.

The committee’s director of commercial negotiations, Charles Wijeratna recently left to join Premier League club Tottenham Hotspur as an executive director.

Wijeratna led negotiations for the 2012 sponsorship programme and merchandising deals for the 2012 Olympic Games.

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