<p>As the covers were removed by two pupils in front of wide-eyed classmates and LOCOG chairman Sebastian Coe at an east London school a mere javelin throw from the heart of the Games, Wenlock and Mandeville were introduced to the world. It was the culmination of an 18-month project to come up with an enduring image for the Games and a merchandising gimmick to keep the cash tills ringing as 2012 targets 16 millions pounds ($22.80 million) in revenue from Games memorabilia. <br /><br />While modern and slightly obscure, the Games Organising Committee (LOCOG) says the mascots recognise Britain's Olympic heritage. <br /><br />Wenlock is named after the village of Much Wenlock where Pierre de Coubertin visited in 1890 and his idea for a modern Olympics was born. Mandeville is called after the Stoke Mandeville Hospital where the Paralympic movement began shortly after World War II. <br /><br />Asked to describe exactly what his creations were, designer Grant Hunter of London-based firm Iris, said they were "magical beings" that would become "multi-dimensional" mascots aimed at capturing the imagination of children across the world. A group of invited journalists were given a sneak preview of an animated film based on a story by award-winning children's author Michael Morpurgo who was commissioned by London 2012. <br /></p>
<p>As the covers were removed by two pupils in front of wide-eyed classmates and LOCOG chairman Sebastian Coe at an east London school a mere javelin throw from the heart of the Games, Wenlock and Mandeville were introduced to the world. It was the culmination of an 18-month project to come up with an enduring image for the Games and a merchandising gimmick to keep the cash tills ringing as 2012 targets 16 millions pounds ($22.80 million) in revenue from Games memorabilia. <br /><br />While modern and slightly obscure, the Games Organising Committee (LOCOG) says the mascots recognise Britain's Olympic heritage. <br /><br />Wenlock is named after the village of Much Wenlock where Pierre de Coubertin visited in 1890 and his idea for a modern Olympics was born. Mandeville is called after the Stoke Mandeville Hospital where the Paralympic movement began shortly after World War II. <br /><br />Asked to describe exactly what his creations were, designer Grant Hunter of London-based firm Iris, said they were "magical beings" that would become "multi-dimensional" mascots aimed at capturing the imagination of children across the world. A group of invited journalists were given a sneak preview of an animated film based on a story by award-winning children's author Michael Morpurgo who was commissioned by London 2012. <br /></p>
