Milan's Olympic pin mania has collectors running between landmarks and swarming an exchange center

MILAN — A dozen people outside a Milan metro station on Wednesday stared intently at their phones until 8 a.m., when an Instagram post provided a location. It sent the group sprinting.

''Run, don't walk: we're in the Castello area,'' said the post. ''Pins are available while supplies last.''

Early e ach morning in Milan, eager collectors have been gathering to await word of the exact spot where they can score highly prized, limited-edition Olympics pins that — if they're fast enough — are free.

Ilaria Pasqua has gotten up and out early every day since Saturday to snag the coveted pins from YesMilano, the city's promotional agency, and she plans to complete the collection of seven neighborhoods — including Isola and Porta Venezia — and five iconic landmarks, like the Duomo. She teamed up with three collectors she met on the first day, and they have developed a system to be among the first in line.

''I know it can sound like it's a bit extreme, and (like) it's a waste of time. But actually, I've met these people that I am doing this with, so it's nice,'' said Pasqua, an English teacher in Milan. ''It's a way to get to know the city that you live in or are visiting. It's also social. I'm really enjoying it, to be honest. And you take a little treasure with you home every day, so it's fun.''

Each day after receiving her pins, Pasqua says she stuffs them deep in her coat pocket – out of view from latecomers looking for a trade that she doesn't want to make.

Pin Pecking Order

For those with little patience for treasure hunting who want to get right down to business, Milan is the first Olympics to offer an official pin trading center since Pyongyang in 2018.

Sponsored by Warner Brothers, it features an area where children can interact with costumed Looney Toons characters, creating the next generation of pin-traders, along with a dozen tables where die-hard traders from as far away as the United States and Japan up boards with their wares.

Eddie Schneider of Lindenhurst, NY who has been trading pins since the 1984 Summer Games in Los Angeles. Among his 25,000 pins is one from the 1948 London Games, which his mother attended.

''I consider it like going to a World's Fair every two years,'' he said at the center. ''You get to go different places and experience different cultures and have fun.''

The king pins

Official pins incorporate the Milan Cortina 26 logo and the Olympic rings, which are produced exclusively by the Los Angeles-based pin maker Honav, the rights-holder for the Milan Cortina Winter Games and the upcoming 2028 Los Angeles Summer Games.

Honav's owner Mario Simonson said his company designed hundreds of pins and produced millions for these Games — each bearing the Honav backstamp for authenticity. The International Olympics Committee collects royalties for the use of the logo and rings.

Pins without those official features have ''zero value'' for serious traders, he said.

Pindemonium

London resident Josh Waller, 21, collected his first pin at the 2012 Summer Games, when he was 8 years old. He now has over 10,000 stashed in his room, and brought 1,500 to Milan to trade. "Pindemonium,'' he calls it.

Waller is a volunteer at the pin trading center, where he said thousands of people, including athletes and families with children, lined up over the weekend to buy and trade.

''The whole pin trading community is very tight," Mark Gabriel, a Warner Brothers consumer products' executive, told the AP. He expects trading ''to reach a fever pitch'' on the Games' second weekend.

Pin Hunting

Meantime, pin enthusiasts are criss-crossing the city in the early morning, in pursuit of the full YesMilano set.

They have been successful beyond the organizers' imaginings. While city pins have long been part of the Games, YesMilano's campaign goes further by promoting under-visited parts of the city and encouraging people to visit landmarks.

Latecomers receive stickers as consolation prizes, but can purchase the YesMilano pins at official souvenir vendors for 20 euros ($24) — up from an initial 12 euros due to demand.

Beatrice Biondi got up at 6:30 a.m. to travel into Milan from Varese, an hour away, to be first in line at the Sforza Castle. It was her first shot at collecting Olympic memorabilia, after wrapping up university exams the day before.

"We had to run a bit, but we made it so we are very happy,'' she said.

After collecting her Sforza Castle pin, she planned to add the little focaccia bag charm from the Esselunga supermarket chain, and a Coca-Cola pin from the Olympic sponsor.

‘'All the pins I can find, I will take,'' Biondi said.