Beijing Olympic Games will aim at US$70 million generated from the licensed products sales, officer said on Wednesday.

"I am very optimistic of meeting the goal" Yuan Bin, "and may exceed it", director of the marketing department with the Beijing Organizing Committee for the Olympic Games (BOCOG), told a news conference.

The target revenues, made up of US$50 million directly from Olympic products and other US$20 million from coins and stamps, might be considered modest for a country of China's size.

The number of Olympic merchandise stores in the country will reach 2,000, with 500 outlets in 70 cities by the end of this year, and overseas market program is scheduled to be launched soon, according to Yu.

"We are going to re-audit the merchandising price system so as to make it more reasonable." Yuan said, "The aim of our licensed products is not merely to make money but make the products with affordable prices accessible to all the customers who are interested in them"

"We also pay much attention to the counterfeiting activities, and are working closely with our legal department on this," Yuan said.

"We find a case we deal with a case as long as we find it", she added.