The closing ceremonies of the Winter Olympics in Milano Cortina are triggering a secondary market boom for official memorabilia, with prices for limited-edition items soaring on online marketplaces. What began as a celebration of athletic achievement is quickly becoming a lucrative opportunity for resellers, and a potential headache for collectors hoping to acquire keepsakes at reasonable prices.
The frenzy centers around a range of items, from plush mascots Milo and Tina to exclusive Swatch watches distributed to Games volunteers. Even seemingly ubiquitous items like commemorative pins are commanding significant premiums. The phenomenon highlights the enduring appeal of Olympic memorabilia and the increasingly rapid speed at which these collectibles enter the resale ecosystem.
Mascot Mania and Volunteer Exclusives
The official mascots, Milo and Tina – stoats representing the alpine environment – are proving particularly popular. Originally priced between €15 and €50 (approximately $18 to $60, depending on size), the smallest plush toys are now selling for up to three times their original retail value, while larger versions are fetching four times the initial price. While some remain available on the official Olympics shop, potential buyers face a significant wait – deliveries for some orders aren’t expected until .
Perhaps the most striking example of resale inflation involves the Swatch watches given exclusively to Games volunteers. These watches were never offered for sale to the general public, creating immediate scarcity. Unworn Swatches, still in their original packaging, are appearing on resale platforms for between €200 and €500 ($235 to $590). The limited distribution and inherent collectibility of the volunteer edition are driving prices to levels far exceeding expectations.
Tech and Pins: A Collector’s Landscape
The resale market isn’t limited to plush toys and watches. At least one Samsung Galaxy Z Flip 7 smartphone, gifted to athletes during the Games, surfaced on eBay with a “Buy It Now” price of $1,680. This demonstrates a willingness to pay substantial premiums for items directly associated with the Olympic athletes and the event itself.
Commemorative pins, a traditional Olympic collectible, are also experiencing a surge in value. While still available on the official Olympics shop for around €15 ($17), resellers are listing them for double that price. Limited-edition pins, particularly those from sponsors like Samsung (priced around €100 or $118) and those awarded to Olympic torchbearers (reaching approximately €600 or $707), are commanding the highest prices. The scarcity of these specific pins, combined with their symbolic significance, is fueling demand.
The Broader Trend: Olympic Memorabilia as Investment
This surge in resale prices isn’t entirely unexpected. The Winter Olympics represent a unique cultural moment, and memorabilia serves as a tangible connection to that event. The limited availability of many items, coupled with the inherent appeal of Olympic branding, creates a fertile ground for resale speculation.
The situation echoes trends observed after previous Olympic Games, where certain collectibles appreciate significantly in value over time. However, the speed at which these items are appearing on resale platforms – and the magnitude of the price increases – suggests a particularly aggressive market. The rise of online marketplaces like eBay and Vinted has undoubtedly accelerated this process, allowing resellers to quickly connect with a global audience of potential buyers.
Beyond the pins, plushies, and watches, even replicas of Olympic medals are available for purchase, starting at around €50 for a single medal and €150 to €200 ($177 to $236) for a complete set. This indicates a broad interest in owning a piece of the Olympic legacy, even in a replicated form.
The current market presents a complex landscape for collectors. While the potential for investment is clear, buyers must navigate inflated prices and the risk of purchasing from unreliable sources. The resale frenzy surrounding the Winter Olympics serves as a reminder that even seemingly ephemeral souvenirs can quickly transform into valuable commodities.
