London 2012 Olympics: '90pc of souvenirs made abroad' The newspaper also reported that countries such as India, Vietnam, Indonesia, Thailand, Pakistan, Poland, Slovakia and Germany made merchandise, which also included T-shirts, bags, hats, toys and games. But critics said many household names given contracts because of their British heritage had wasted the chance to showcase local craftsmanship. A spokesman for the Federation of Small Businesses told the newspaper: "This was the perfect opportunity to champion the country's manufacturing industry and show off the best of British and it has been thrown away. We have expertise across the UK in every area of manufacturing, from T-shirts to toys, which could have been utilised. At a time when the economy is suffering, this would have been a very welcome boost. It is bitterly disappointing. On Friday night a Locog spokesman dismissed the claims, which have reported before, insisting that the majority of licensees were "British companies." "In the licensing and manufacturing industry, many products supplied and sold by British companies are made overseas," he said in a statement. 90 per cent of our licensees are British companies and those which aren't UK companies all have UK offices, employing UK staff. All London 2012 products have their design, development and creative work done in the UK and as a result of winning these licenses, companies are employing more staff in the UK. In 2010, when the similar claims were raised, Lord Coe, the London 2012 Chairman said: "Where it is at all possible to procure British manufacturing, we will. Those licencees, where they have a domestic output potential - we will encourage that.