Crowds flock to Olympic merchandise shops as Milan–Cortina 2026 approaches

CORTINA D’AMPEZZO, Italy — With opening ceremonies just days away, excitement is already building in the mountain town of Cortina, where crowds are pouring into newly opened official merchandise shops. Even on an otherwise slow afternoon downtown, stores can’t seem to open fast enough to meet the growing demand.

In the center of Cortina, a town known for its alpine charm and upscale shopping, visitors and locals are lining up to grab plush mascots, apparel and collectibles tied to the upcoming Games. One of those eager shoppers is Simona Bolzonello, a Cortina resident who bought a “peluche,” or plush toy, for her kids. For her, the Games carry a deep personal significance; her family has shared stories for decades about the last time Cortina hosted the Olympics in 1956. “It’s a beautiful thing because when my grandmother was younger … she went to see the Olympic Games and she was (excited),” Bolzonello said. She recalls stories of relatives hiding behind buses to sneak a glimpse of hockey and ice‑skating events when they couldn’t afford tickets. Now, she says, “It’s beautiful now. My turn to see the Olympic Games.”

Workers from around the world arrive to staff the shops

The surge of interest isn’t just from shoppers. Employees from around the globe are coming to Cortina to be part of the Olympic experience. “We’ve just opened a few hours ago,” said Sofia Preza of Portugal. “If it’s like this now, you can imagine how it’s going to be in a few days.” Emma Rose Cournoyer from Canada echoed the sentiment: “This shop is open now, and there’s already a lot of people coming… It’s great.” She and others say more official merchandise stores are preparing to open throughout Cortina, nearby mountain towns, and around Milan as the Games draw closer.

Meet Tina and Flo

Much like other Olympic Games, the official merchandise has been created in partnership with sponsor brands. One of the most popular items so far is Tina, the 2026 mascot. Short for “Cortina.” Tina is a stoat, a small, winter‑ready mammal, meant to represent contemporary Italian spirit and Gen Z energy. There’s also the Flo, stylized snowdrops that symbolize a love for the outdoors and the joy of winter. Beyond mascots, shoppers can find venue‑specific shirts, jackets, hats, and accessories that many expect to become collector’s items. Preza says the environment inside the shops is part of the draw. “We’re kind of already included in the fun. Everybody’s in a good mood … there’s just really good energy the whole day,” Preza said. Cournoyer adds that working here means meeting “international people from everywhere,” giving the town an early taste of what the Games will bring. And for those who can’t make the trip to Italy, official Milan–Cortina 2026 merchandise is also available online, where fans around the world can still claim a piece of this historic Winter Games.

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This story was adapted from a [TV/radio] broadcast script using artificial intelligence. Every story, including those adapted with AI, is reviewed by a human editor before publication to ensure that KSL's editorial standards are upheld.

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