The merchandising effort for the 2012 Olympic Games stepped up on Tuesday. Managers opened the largest dedicated sales outlet yet. The store is located at Heathrow Airport's busy Terminal 5, just the right place to attract the international and domestic travellers, and help boost revenue ahead of the London games.

The ribbon-cutting at opening of the newest and largest dedicated London 2012 merchandising outlet drew a crowd. The financial and marketing side of the venture is taking its place alongside the completion of stadiums and other venues for the Olympic Games. The store's opening came alongside the launch of the latest instalment of the London 2012 mascot film, 'Adventures on a Rainbow.' Written by acclaimed children's author, Michael Morpurgo, it features the two mascots, Wenlock and Mandeville, along with five athletes.

Around 100-thousand people will be working on the Games by the time of the 2012 Opening Ceremony, including 3-thousand staff, up to 70-thousand volunteers and a large number of contractors.