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Official Merchandise"Red Mittens were more than a souvenir; they became the 'it' item to show support for the Games and we're grateful to everyone who literally wore their hearts on their hands."John Furlong, CEO, VANOCBy the end of the Games, more than 3.5 million pairs of Red Mittens had been sold, far exceedingVANOC's pre-Games target of one million, but they were not the only official product that Olympicfans were keen to get their hands on.With over 48 licensees, there was a wide range of products available, ranging from clothing and mascot plush toys, to pens, mugs, luggage tags, glassware and keychains."The merchandising sales were very, very positive. Everyone wants to touch a piece of the Olympic spirit and be able to take it home with them."Timo Lumme, Director, IOC Television and Marketing ServicesNumismatic and Philatelic ProductsThe Olympic Games has a rich history of numismatic and philatelic products, and that traditioncontinued at Vancouver 2010. As official supporters of the Games, the Royal Canadian Mint initiated one of the most extensive coin programmes in Olympic history. Over three years, the Mint put more than 350 million Olympic-themed coins into circulation in Canada, featuring 17 special Olympic designs. The Mint also released 36 limited edition collector coins.Canada Post - an official supplier of Vancouver 2010 - also initiated an Olympic philatelic programme, which featured 15 specially-created stamps to commemorate the Games. More than 900 million Olympic stamps were sold, while a special set of 35 Vancouver 2010 postage marks was also introduced. During the Games, commemorative coins and stamps were also produced to mark Canada's first gold medal on home soil, which was won by freestyle skier Alex Bilodeau in the men's moguls.Chapter Six / LICENSING115