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The big game is in Olympics merchandising

The big game is in Olympics merchandising

THE POP culture petri dish of the Olympic Games has made must-haves out of David Hockney posters (Munich, 1972), plush baby snow owls (Nagano, 1998), blue berets (Salt Lake City, 2002), even wedge haircuts (Innsbruck, 1976). And with the 2008 Summer Games gearing up to be the most merchandise-heavy Olympics in history, there are more candidates for fad stardom than ever before. There will be a record 6,000-plus licensed items, including pins, apparel, posters, luggage and stuffed mascots (there's an all-time high of five) made by 67 different companies and sold at 310 different places around Beijing. But what will resonate beyond the register and remain with us long after the last race...

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