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Forget football. Can we win the merchandise cup?

By Peter Watts  

Could a Boris Johnson wig prove more popular than South Africa's vuvuzelas?

The 2010 World Cup will be remembered not just for its football, but for its atmosphere—and more precisely for the vuvuzela, the noisy South African horn capable of creating a 120-decibel drone reminiscent of wasps trapped in a washing machine.

It’s a marketing success that will not have gone unnoticed at the UK’s Olympic Delivery Authority, tasked with identifying signature merchandise for the 2012 Games.…

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