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2012 London Olympics mascots revealed.

The one-eyed figures, called Wenlock and Mandeville, were unveiled at an east London school on Wednesday with organisers hoping they will inspire a generation of children and persuade their parents to contribute the £15 million the mascots are slated to raise in merchandising revenue.

The mascots will soon be ubiquitous, with merchandise going on sale in July to mark two years to the London 2012 opening ceremony.

They are a central part of London’s £70 million merchandising budget, and organisers hope the mascots will contribute up to 20 per cent of that sum through sales of T-shirts, key-rings, tea-towels and the like.

The Cyclops design allows the mascots’ eyes to work as lenses, and digital cameras in the shape of the characters will be available.

With Wenlock representing the Olympics and Mandeville the Paralympic Games they will be available to the two Games various commercial partners as well as together. Paralympic sponsor Sainsbury's has already said it wants Mandeville to visit every one of their stores.

Wenlock and Mandeville will tweet, have a presence on Facebook, and they will tap into London’s education project. Pupils will be able to lobby for them to visit their schools in person.

According to London organising committee chairman Sebastian Coe the sotry behind the characters was as important as their design, and he was unapologetic at aiming squarely at a child audience.

“We’ve created our mascots for children,” he said. “They will connect young people with sport and tell the story of our proud Olympic and Paralympic history. By linking young people to the values of sport, Wenlock and Mandeville will help inspire kids to strive to be the best they can be.” Locog chief executive Paul Deighton rejected the suggestion that the mascots lack distinctively British characteristics, and said they should be seen as part of London’s campaign to engage the nation in the next year.

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