Milano Cortina 2026 Unveils Plush Collection of Olympic Mascots Tina and Milo

Milano Cortina, the host city for the upcoming 2026 Olympic and Paralympic Winter Games, has officially released a plush collection featuring its beloved mascots, Tina and Milo. Available from June 9, 2025, the collection includes six distinct styles of plush toys that embody the spirit of the Games and the unique characteristics of the mascots.

The Olympic mascot Tina is portrayed as a spirited stoat, designed to inspire change and promote environmental awareness. Born in the Italian mountains, Tina embraces her adventures in the city, embodying curiosity and acceptance of diversity. Her younger brother, Milo, serves as the Paralympic mascot and represents resilience and creativity. Milo, who was born with a disability, uses his tail to navigate his environment, demonstrating that obstacles can be transformed into opportunities. This narrative aligns with the ethos of the Paralympic movement, emphasizing inclusivity and empowerment.

The launch of this plush collection not only celebrates the upcoming Games but also marks a significant moment in Olympic merchandising. As noted by Thomas Bach, President of the International Olympic Committee (IOC), “The mascots serve as ambassadors for the values of the Olympic and Paralympic movements, and this collection highlights our commitment to inclusivity.” Bach’s statement reflects the IOC’s ongoing efforts to promote awareness and support for athletes with disabilities.

The plush toys are available for purchase exclusively through the official Olympic online shop, although they will not be sold in several countries, including the United States, Canada, and China, due to distribution agreements. This limited availability has raised some concerns regarding accessibility and the global reach of Olympic merchandise. According to Dr. Emily Thompson, a marketing expert at the University of California, Los Angeles, “While exclusivity can create a sense of urgency, it also risks alienating potential fans and collectors who are unable to purchase the items.”

The mascots, Tina and Milo, were named to honor the cities of Milan and Cortina, which are co-hosting the Games. This naming convention continues a long-standing tradition in the Olympic movement, where mascots are often reflective of the cultural and geographical identity of the host nation. The first Olympic mascot, Shuss, was introduced during the 1968 Grenoble Winter Games, establishing a motif that has evolved significantly over the decades.

As the Games approach, the plush collection serves as a tangible connection for fans and collectors, reinforcing the emotional ties associated with the Olympic experience. In addition to the plush toys, the Milano Cortina 2026 organizing committee plans to introduce a series of merchandise that emphasizes sustainability and local craftsmanship, catering to a growing demand for ethically sourced products.

Looking ahead, the plush collection and overarching merchandising strategy could provide valuable insights into the future of Olympic branding. Industry analysts suggest that the focus on character-driven merchandise may enhance viewer engagement and foster a deeper connection with the athletes and values represented by the Games. “The emotional resonance of mascots can significantly impact the audience's connection to the events,” explained Dr. Mark Anderson, a sports branding researcher at the University of Florida.

In conclusion, the Milano Cortina 2026 plush collection not only celebrates the mascots Tina and Milo but also reflects broader themes of inclusivity, environmental awareness, and cultural identity within the Olympic movement. As the Games draw nearer, this initiative may set a precedent for future merchandising strategies, aligning commercial interests with social values.