Winter Olympic mascots are literally hot property now

Five days into the Winter Olympics, and it’s not just athletes racing ahead – merchandise is sprinting off shelves too. Tina and Milo, the cheerful stoat mascots of the Winter Olympics and Paralympics, have already sold out, leaving fans scrambling for souvenirs as queues snake through stores in Milan and beyond.

Desperately seeking Tina (and Milo)

Turns out, the biggest disappearing act this year isn’t on the ice – it’s in the gift shop. The missing mascots even made it to the main media briefing on Wednesday. Tina – named after Cortina – is the official Olympic mascot, while Milo – named after Milano – will take centre stage at next month’s Paralympics. “We are talking to all our suppliers so there will be additional stock,” Luca Casassa, a spokesperson for the local organisers told Reuters. “The enthusiasm is evident and the official stores have been swamped by buyers,” he added. In Tina and Milo’s absence, fans are settling for the Flos – fairy-like helpers in snowdrop hats – proving that when one cuddly star disappears, another rises.

Swipe, spend, repeat

As the Games gathered momentum, so did the sales of these plushies. Average receipts at the flagship Piazza Duomo store have jumped from €70 to over €100, Stefano Gili, head of retail and e-commerce at the Milan Cortina 2026 Foundation told Reuters. Even payment quirks –cash or card only – haven’t slowed shoppers down. For nine-year-old Louis Mounet, visiting from France, the appeal is simple: “I wanted this soft toy because I thought it was so cute, and what’s more, it’s for the Winter Olympics in Italy, and it will bring back fond memories of the Olympics in Italy.”


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