Olympic symbols human figures representing the cultural heritage. The first major mascot in the Olympic Games was Misha in the 1980 Summer Olympics in Moscow. Misha was used extensively during the opening and closing ceremonies, had a TV animated cartoon and appeared on several merchandise products. Nowadays, most of the merchandise aimed at young people focuses on the mascots, rather than the Olympic flag or organization logos. The Olympic movement is very protective of its symbols; as many jurisdictions have given the movement exclusive trademark rights to any interlocking arrangement of five rings, and usage of the word "Olympic". The rings are
Olympic Games Games, at 324%. London 2012 had a cost overrun of 76%, Sochi 2014 of 289%. Many economists are sceptical about the economic benefits of hosting the Olympic Games, emphasising that such "mega-events" often have large costs while yielding relatively few tangible benefits in the long run. Conversely hosting (or even bidding for) the Olympics appears to increase the host country's exports, as the host or candidate country sends a signal about trade openness when bidding to host the Games. Moreover, research suggests that hosting the Summer Olympics has a strong positive effect on the philanthropic contributions of corporations headquartered in