Lord Coe has visited Birmingham to unveil some of the official London 2012 Olympics merchandise.
The merchandise was unveiled on Wednesday at the Spring Fair, an annual retail buying event.
A number of Midlands companies had products on show after winning licences to make Olympics souvenirs.
Companies displaying merchandise included Staffordshire pottery firm Wedgwood and Shropshire toy manufacturer Golden Bear.
Also at the show was Birmingham bike manufacturer Tandem.
Lord Sebastian Coe said: "We have to raise £2bn.
"That's not from taxation, that's not from National Lottery, that is the ability of our commercial teams to bring great partners to the table and great merchandise and licensing agreements and great British businesses."
Organisers said the 2010 Spring Fair saw the launch of more than 300,000 new products.