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"The Vancouver 2010 Winter Olympic Games were truly Canada'sGames. Canada embraced the Olympic Movement and displayed itspride and patriotism like never before. This was most exemplified with the amount of merchandise that was purchased and worn by Canadians and visitors alike."Dennis Kim, Director, Licensing and Merchandising, VANOCThe Vancouver 2010 Licensing ProgrammeIf the queues of eager fans outside each Olympic store weren't a clear enough indication of the success of the Vancouver 2010 Licensing Programme, then the unprecedented popularity of the official 'Red Mittens' certainly was.The CAD10 souvenirs - sporting both the Olympic rings and the Canadian Maple Leaf - became a ubiquitous sight at the Games and proved to be the must-have accessory for Olympic fans and the most visible example of people's enthusiasm for the Games.The sale of Red Mittens and other official licensed products contributed directly to the success of the Games themselves, helping to promote Vancouver 2010 and the Olympic brand and providingrevenue that supported the financing and staging of the Games.The Vancouver 2010 Licensing Programme was managed by VANOC, which granted licensing rights to companies that manufactured and distributed official licensed products bearing the Games emblem and the Olympic rings.112Chapter Six / LICENSING