scene of the press conference at which Expo officials brief media on the competition

Chen Xianjin, deputy director general of the Bureau of Shanghai World Expo Coordination

Zhu Zhengping, CEO of Shanghai Sinnsa

Shanghai World Expo organizers yesterday launched a competition for more innovative designs for Expo-licensed products to reach the 5-billion-yuan (US$731 million) target for Expo product sales.

The competition is open to designers from both home and abroad.

Licensed products for the 2010 Expo fall into 20 main categories including garments, toys, craft, accessories, clocks, spectacles, stationery, bags, sports equipment, bicycles and personal care products.

Organizers said they hoped to provide a greater diversity of products for Expo than those available for the Beijing Olympics.

Chen Chao, deputy director of the market development division of the Bureau of Shanghai World Expo Coordination, said the wide range of products aimed to cater to as many consumer tastes as possible.

Organizers said submitted works should embody the theme of the 2010 event - Better City, Better Life - and contribute to the promotion of Expo. The Shanghai Expo logo and mascot Haibao should also be involved in the design if possible, organizers said.

"We are seeking original, fashionable and eco-friendly products that are easy to use in daily life," Chen said.

The Shanghai Sinnsa Co Ltd and JuneYao Group, two senior sponsors of the 2010 event, and Juss Event, official retailer of Shanghai Expo's licensed products, are cosponsoring the competition.

Organizers said yesterday they were also seeking more manufacturers for licensed products and had granted authorization to Sinnsa and JuneYao to select qualified enterprises.

Chen Xianjin, deputy director general of the Expo Bureau, said 25 stores were currently selling about 500 types of Expo-licensed products, and had generated about 50 million yuan. Organizers would communicate with the government on issuing commemorative coins or notes, he said.

Chen said the target for total sales of Shanghai Expo licensed products was around 5 billion yuan.

Both individuals and institutions are eligible to participate in the competition. Entries close on November 16. The results will be announced in mid-December.

Participants should send entries, a participation form, letter of commitment and data video to the Expo Bureau at No 3588 Pudong Road S.

More details can be found at www.expo2010china.com.