By now you've probably come across Wenlock and Mandeville, the official London 2012 Olympic and Paralympic Games mascots that were officially unveiled at the end of May.
Olympic mascots have come a long way since Waldi, a multicoloured dachshund, was introduced to the world to celebrate the 1972 Olympic Games. Today, they are a key element in raising merchandising revenue to help fund the event. Merchandising for London 2012 is projected to reach £70m and it's hoped Wenlock and Mandeville will raise around 20 per cent of that.
Immediately after their launch, pin badges and T-shirts showing the two characters went on sale. These will be followed by more products, such as key rings, tea towels and even digital cameras.
The mascots were designed to have specific appeal to children and to inspire them to take up sport, so it's no surprise that these representatives of the digital age have their own website and their own Twitter and Facebook pages, letting the public follow their journey around the country and interact with them.
Later this year an online tool will be made available, allowing users to create their own versions of Wenlock and Mandeville, giving people an unprecedented opportunity to engage with the Olympic and Paralympic mascots.
As London Mayor Boris Johnson puts it, "It's hard to imagine mascots more in tune with the times."
Find out more at london2012.com/mascots
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