Thomas Bach, president of International Olympic Committee (IOC), attended the launching ceremony, where he presented plush toys of the Rio 2016 mascots as gifts to Chinese students.

Bach praised the introduction of the Rio 2016 merchandizing as a great implementation of the IOC's Olympic Agenda 2020 reform proposals.

"One of the key resolutions of Olympic Agenda 2020 is that the IOC will develop a global licensing program, placing the emphasis on promotion. I am delighted to say that today's event is a key example of this new strategy," said Bach.

"It's a true international, multi stakeholder collaboration between Honav, the COC, the IOC and the Rio 2016 organizers.

"Chinese consumers will be able to access the same that has been produced for the Brazilian market which reflects the traditions and culture of Brazil. In addition there will be specific souvenirs made for the Chinese market to celebrate Team China's participation in the Olympic Games Rio de Janeiro 2016."

According to Honav, the provider of licensed products for 2008 Beijing Olympics and the 2014 Nanjing Youth Olympics, the first batch of Rio 2016 merchandise will be available for Chinese consumers at COC-licensed stores, online shopping platforms, post offices, and banks.

sunxiaochen@chinadaily.com.cn