Why does the Royal Canadian Mint want us to collect coins?

I’m always seeing commercials from the Royal Canadian Mint urging Canadians to collect and keep coins (like the 2010 winter games quarters that are out right now).
Coins that are collected are effectively taken out of circulation and never used as currency so I’m wondering what the Mint (or anyone else) stands to gain from doing this.
There muct be a logical explanation, but I can’t figure it out.

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