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It expects sales to top the £170m taken last year at Athens and at Sydney in 2000.

The 'Five Friendlies' mascots have been designed to embody characteristics of some of China's most popular animals - the fish, panda, Tibetan antelope and swallow - while also representing the sporting disciplines that make up the Olympic rings.

The fifth mascot symbolises the Olympic flame. When their names are put together, they form the phrase Bei Jing Huan Ying Ni - 'Welcome to Beijing'.

A variety of licensed products, from badges and clothing to household supplies, will be sold worldwide.

The International Olympic Committee has also predicted the Beijing Games will produce a record profit.

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