114IOC Marketing Report – Beijing 2008 Numismatic and Philatelic Programmes In addition to the merchandise that was available, there were also philatelic and numismatic programmes. The philatelic programme was developed and implemented with China Post. Beginning in 2005, five sets of commemorative stamps and hundreds of philatelic products were issued, using the themes of the official Beijing 2008 emblem, the Fuwa mascots, Olympic sports, competition venues and the Torch Relay. The numismatic programme was developed and implemented with the People's Bank of China and began in 2006. It incorporated eight circulating coins and one circulating banknote – the first time an Olympic banknote had been issued – while three sets of precious metal commemorative coins were also released. DVDs and Video Games Not only were the Opening and Closing Ceremonies released on a DVD, but DVDs of the official mascot cartoons were also released to showcase the cartoon industry of China and bring the Games mascots to a younger audience. For the first time ever, two iconic video game characters were also brought together on a single platform to compete at the Olympic Games – Sonic the Hedgehog and Mario. The game – " Sonic and Mario at the Olympic Games" – proved to be a bestseller in many markets around the world and brought the Olympic values to the living rooms of millions of Olympic fans. Olympic Expo The Olympic Expo Beijing 2008 was held in the iconic Beijing Exhibition Centre during the Games. Part of Pierre de Coubertin's original vision was to blend history, culture and sport. The Expo was brought together by the joint efforts of the IOC, BOCOG, the Chinese Olympic Committee ( COC), and the China Post Group. Popular with visitors and collectors alike, items from previous editions of the Games were displayed with historical stamp, torch and poster exhibitions and the first IOC- sanctioned Olympic Memorabilia auction. Chapter SixLicensing

IOC Marketing Report – Beijing 2008115 LicensingChapter Six Licensing Facts  Official licensees: 68  Product categories: 13  Products available: 8,000  Total products sold globally: To date over 64 million pieces  Total customers: To date over 20 million  Total royalty revenue: Over USD 100 million  3,100 retail stores and counters opened in mainland China  1,000sqm flagship store in downtown Beijing  3,000sqm Games- time superstore on the Olympic Green  Retail stores open at every competition venue