WEDGWOOD and Royal Doulton have been selected to produce commemorative souvenirs for the London 2012 Olympic Games.

WWRD, the company which owns the brands and sister firm Waterford Crystal, will make products for shops and an online store due to launch in the spring.

The firm is one of about 50 expected to be chosen to create items under a licence designed to raise approximately £600 million toward the £2 billion cost of staging the Games.

Specific details remain under wraps.

But the company is expected to create collectibles ranging from premium limited edition wares – produced at the group's facilities in Barlaston and Waterford, Ireland – and lower-priced mass-market goods made overseas.

Profits from each product sold will go to WWRD, although a royalty would be paid on to the London Organising Committee of the Olympic Games (LOCOG).

Merchandising and ticket sales are being used by the organisers to raise part of the cash for staging the global athletics and sporting event.

About a third of the money has already been secured from the International Olympic Committee (IOC), and event sponsors including adidas, Coca-Cola and John Lewis have brought in almost £600 million. An online store which will sell WWRD's ceramic and crystal products will go live in the spring, although it is not clear whether the items will be available to buy from the outset.

Charlie Wijeratna, London 2012 director of commercial negotiation, said: "It is fantastic to have WWRD on board.

"They are iconic brands incorporating the best of British and Irish design and tradition.

"Their tremendous heritage and quality ceramics and glassware will ensure exciting London 2012 product ranges, as well as raise funds to help stage the Games."

Other companies which have won contracts with the Olympics include Betley textile designer Jan Constantine, Bakers Coaches from Biddulph, Chesterton-based Thorp Precast, Stafford's Whitney Engineering and Euro Accessories, of Sandbach.

Others, such as Tunstall-based Johnson Tiles and Hanley-based H&E Smith, have landed deals from contractors and sub-contractors.

Most of the opportunities linked to the Games go through CompeteFor, an online service which matches potential suppliers with Games-related contracts.

Bryan Carnes, chief executive of the North Staffordshire Chamber of Commerce and Industry, below left, said: "At this stage the bulk of contracts for companies have been with construction and some of our companies have provided equipment such as tiles for that work.

"Now, as the event draws closer, LOCOG is looking at commercial activities and there's more opportunities for small firms.

"For example, the organisers will be soon looking at catering, which should provide work for those wanting to supply earthenware and fine bone china across the Olympic village."

Wedgwood was unavailable for comment.