(24 Jul 2012) LEADIN
Every mug, every toy, every teapot and tiepin carrying London's Olympic 2012 brand is jealously guarded from copycats.
It's led to bumper sales according to staff running Britain's biggest souvenir shop.
You can get almost anything here.
Modern mascots Wenlock and Mandeville sit side by side with Olympic icons from ancient times.
In this store alone there are tens of thousands of products.
They've been deliberately designed to appeal to children and adults, from big spenders to those hoping for a small keepsake which might one day become a valuable memento.
Collectors dispute whether products churned out in their millions can ever become valuable which is why the manufacture of some objects, like these tiepins, are being limited to five, or ten thousand.
Christies, the international auction house, claims most merchandise commemorating Olympic events is mass produced, and as such it tends not to show a significant increase in value. But, the statement went on to say: " On the whole, these items hold more of a sentimental value, acting as a personal memento of a very special occasion. Historic items directly linked to the Olympics can increase in value - medals have sold well, and the current world record price for Olympic memorabilia sold at auction was achieved at Christie's in April 2012, when Br�al's Silver Cup, the marathon winner's cup for the inaugural Modern Olympic Games, held in Athens in 1896, sold for �541,250 ($861,129 USD)."
But those sorts of prices aren't being achieved here.
This is the UK's biggest souvenir store.
It sits on top of the Olympic Park and belongs to British department store John Lewis, which is luring in the custom with it's ringside views.
According to staff , traditional items are still a big hit. They include London's now out of service red Routemaster buses and specially boxed Mini cars.
Ruth Scharvona, the general manager of John Lewis's Stratford branch, says there's something for every taste.
"It's a huge mix from a couple of pounds for wristbands right up to designer Nick Munro who's a very iconic British designer, he's designed some solid silver teapots, to our top product in terms of price, which is a solid gold five pound coin �2,880 ($ 4,470.78 USD) if you've got some change in your pocket."
According to the John Lewis the gold coins are being mainly bought by foreign visitors - but they won't admit to numbers.
The coin comes in silver as well at around �99 ( $154 USD). It's already sold out online ( 25 July) and can only be bought at 2012 shops.
A debate has raged in Britain's newspapers about the strict bans on unlicensed merchandise and tales abound about unrelenting trading officers forcing shopkeepers to dismantle DIY Olympic rings made out of bread.
The games' organiser LOCOG is not repentant about these shops.
It's hoping they will raise at least �80 million ($124,196,472.91 USD) to support the billions spent on the games.
John Lewis is providing a home for the shops by giving them prime floor space in the full expectation that sales of it's own products will soar with the increased footfall from sports fans seeking trinkets.
Ben Rogers is the store's UK sports buyer and 2012 project leader.
He says: "Our running business is up about 10 to 15 per cent over the last two months, so (it's) a significant increase in what's a challenging market out there. Similarly fitness machines, we began the year in a difficult position on fitness machines, but we've seen a real resurgence in that market. We're now back into growth in the fitness machine market, something we didn't think we'd be in and certainly wouldn't be without the help of the Olympic games."
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