The latest 2012 Shop selling Olympic merchandise has opened today at Canary Wharf.

The shop inside Jubilee Place shopping centre will sell a range of Olympic and Paralympic merchandise from clothing and accessories to mascots, soft toys and limited edition collectables.

LOCOG’s head of licensing and retail, Simon Lilley, said: “This is our seventh London 2012 Shop, one of a growing chain across the capital.

“It’s ideally placed for visitors to the city now and at Games time to pick up a piece of sporting history as a memory of the London Games.”