Creative agencies in the UK are being invited to develop the mascots for the London 2012 Games.
The UK's creative industry can register their interest in designing the mascots through the 'CompeteFor' section of the London 2012 Business Network. The application process will then begin, with the eventual successful agency or consortium expected to engage the public in some way for the mascots' development.
The mascots will be brought to life in many ways including as toys, on clothing, in film and animation, video games and in physical form.
The Olympic and Paralympic Games will each have their own mascots.
From first official mascot, 'Waldi' at the Munich 1972 Games, to the 'Fuwa' in Beijing this year, mascots are popular and a key way of generating the revenue needed to stage the Games.
London 2012 Commercial Director Chris Townsend said:
'Those of us lucky enough to go to Beijing this summer saw first hand the magic of the mascots – whether it was the soft toy version, entertainment at a venue or simply photo opportunities at the airport.
'They help set the tone for the Games and we’re very excited about kicking this process off today. Fun and games aside, the mascot programme will be a key component of our licensing plan and will be a strong revenue driver as we seek to raise the £2bn required to stage a Games in 2012.
'This country is home to – in my view – the world’s best creative industry and this is an opportunity for them to play a key role in making the Games both memorable and a great success.'