The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has opened its latest shop at Canary Wharf Jubilee Place.

Its launch followed 24 hours after doors opened at its most prestigious outlet at Westfield Stratford City, next to the Olympic Park where tens of thousands of sports fans will visit next summer.

The shop’s location is fitting, opening its doors in Tower Hamlets and close to the Olympic Park.

The pop-up shop offers a chance for sporting fans, visitors and proud Londoners to claim a piece of sporting history.

The shop will sell a wide range of Olympic and Paralympic merchandise from mascot bedding, children’s annuals - including ‘100 Greatest Olympians and Paralympians’ books, jewellery, exclusive coins such as £5 from the Royal Mint and even collectables from childhood favourites ‘Hornby’ such as London taxis and buses adorned with patriotic London 2012 artwork, clothing and accessories soft toys and limited edition collectables and souvenirs- there is truly something for everyone

There are currently seven shops, located at St Pancras International and Paddington stations, John Lewis Oxford Street and John Lewis Stratford City, Heathrow Terminal 5, Stansted Airport and Canary Wharf, in addition to the online shop www.london2012.com/shop and a further store is set to open before Christmas at Heathrow Terminal 3. LOCOG Head of Licensing and Retail, Simon Lilley commented: '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 2012 Games.'