London 2012 olympic games union jack rainbow flag pin badge

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Articulated badges with moving parts are also eagerly sought — a Dow pin with an arrow pointing to the changing British weather is a favourite. Badges traded with athletes are, for obvious reasons, like gold dust. Pin trading, it turns out, is almost as old as the Games itself, having started in when athletes began exchanging the coloured cardboard discs used to distinguish them from officials and media.

Participating bodies increasingly produced badges throughout the last century, and collecting them grew into a frenzied hobby, particularly in the US. Perhaps inevitably, at the Calgary Winter Games four years later, official pin trading centres run and branded by Coca-Cola were opened inside the Olympic parks themselves.

The centre in Stratford, east London, has a number of indoor tables for officially sanctioned traders, and rather more outside, in the main park plaza, where unofficial traders set up their wares. Inside the store, as some sought to make frantic trades, other Olympic ticket holders wandered around bemused at the curious pastime.

For those for whom this is the most serious sport of the Games, there are clear rules. Don't wear a pin you don't want to trade, or wear it separately. If you make a bad trade and get an unofficial pin, discard it rather than trade it on.

And ideally — though quite how this works on a large scale is never fully explained — don't buy pins, just trade or accept them as gifts. In any case, the serious collectors agree, where would be the fun if you just bought them all? I took their pins that were not valuable, but it was worth it to see the excitement of them starting out as collectors. For Marantz, who estimates that up to 4, different pins will be produced for each Games, the holy grail is to bag every one produced by each of the competing Olympic committee at the London Games.

At every Games I have ever been to I have tried, and I'm one of the best. But nobody ever does. London forget medals, collectors pin success on Olympic badges.