Rio 2016 Olympics Promotional Merch: Wearables Are In
Souvenirs for the 2016 Summer Olympics in Rio de Janeiro are designed to be worn long after the torch is extinguished. According to an article by CTV, organizers said that they hope Games-related merchandise will feature "lifestyle" purchases, such as sarongs, sunglasses, flip-flops and dresses, to commemorate the experience.
Sylmara Multini, Rio 2016 licensing director, said that the organizers want people to bring back souvenirs that capture the essence and spirit of the city, namely flip-flops, which they see as a staple of local wardrobes.
Multini also said that the approach would be different than that of the World Cup—which Brazil hosted this year—as well as the 2012 London Olympics. While Rio's World Cup memorabilia was geared more towards adults, Rio Olympic items like plush toys and pins will be aimed more at children between 4 and 8 years old. They estimate this demographic will account for a 30 percent share of all merchandising.
Keeping with the theme of capturing the essence of Rio de Janeiro, 90 to 95 percent of merchandise will be targeted at the Brazilian market. Licensing will contribute approximately $70 million, which is less than half of Beijing in 2008 just over half of London's licensing sum of $130 million.
Multini added that 37 of the 50 licensing deals that are either closed or in progress are with 100 percent Brazilian companies, while seven more companies will source their products from both Brazil and elsewhere.
Though the licensing sum may be smaller, the Rio Games will feature 12,000 different Games-related lines, which is more than previous Games. 150 temporary official retailers will be placed in locations such as airports, shopping centers and hotels ahead of the event.
Eighty percent of Olympic merchandise retailers will be independent in addition to these branded stores. Multini said that the goal is to build excitement for the event and open the door for licensees.