Winter Olympics Mascots Sell Out, Creating Merchandise Frenzy
Five days into the Winter Olympics, and it is not just athletes who are racing ahead. Official merchandise is sprinting off shelves at an unprecedented pace. Tina and Milo, the cheerful stoat mascots representing the Winter Olympics and Paralympics, have completely sold out across official stores.
Desperate Search for Mascots
The biggest disappearing act of this year's Games is not happening on the ice rinks but in the gift shops. Fans are left scrambling for souvenirs as long queues snake through stores in Milan and other locations. The shortage became so significant that it was addressed during the main media briefing on Wednesday.
Tina, named after the host city Cortina, serves as the official Olympic mascot. Milo, named after Milano, will take center stage at the Paralympics next month. The overwhelming demand has caught many by surprise.
"We are talking to all our suppliers so there will be additional stock," stated Luca Casassa, a spokesperson for the local organizers, in an interview with Reuters. "The enthusiasm is evident and the official stores have been swamped by buyers," he added, highlighting the intense public interest.
Alternative Souvenirs Gain Popularity
In the absence of Tina and Milo, fans are turning to alternative merchandise. The Flos, described as fairy-like helpers wearing snowdrop hats, have seen increased sales. This shift demonstrates that when one popular cuddly item disappears, another quickly rises to take its place among souvenir seekers.
Retail Sales Surge During Games
As the Winter Olympics gained momentum, so did the sales of these plush mascots. Average receipts at the flagship Piazza Duomo store have jumped significantly from approximately €70 to over €100 per transaction.
Stefano Gili, head of retail and e-commerce at the Milan Cortina 2026 Foundation, confirmed this trend to Reuters. Even payment limitations, such as accepting only cash or card without other digital options, have failed to slow down determined shoppers.
For young visitors like nine-year-old Louis Mounet from France, the appeal is straightforward. "I wanted this soft toy because I thought it was so cute, and what's more, it's for the Winter Olympics in Italy, and it will bring back fond memories of the Olympics in Italy," he explained, capturing the sentimental value driving the merchandise frenzy.
The merchandise shortage underscores the massive popularity of the Games and the strong emotional connection fans have with Olympic memorabilia. Organizers continue working to replenish stock while fans eagerly await the return of their favorite mascots to store shelves.
