Ciao, Panini: The future of collectables is both physical and digital
The World Cup is upon us and, for households around the world, so too is the tradition of Panini sticker albums. But with Panini set to lose it's fifty-year-old license after 2030's tournament, Christina Miller, Chief Social Officer EMEA at VML, looks at the changing nature of collecting and what it means for marketers.
)
You tear open the crinkly foil packet, hoping - no, praying - that the stickers you need are inside. You flick through them: a Paraguayan defender to complete the team, a Brazilian forward you’ve never heard of, and, of course, yet another duplicate Lionel Messi.
Oh well, you think. There’s always room for one more packet.
The urge to collect, trade and brag hasn't disappeared, it has simply migrated from the schoolyard playground to the digital platform.
For generations of football fans, the Panini sticker album has marked the unofficial start of the World Cup. It was a tactile ritual: the scent of the adhesive, the satisfying peel, the frantic schoolyard negotiations. So, when FIFA announced its partnership with Panini will end after the 2030 World Cup, it sparked a massive wave of collective nostalgia. From 2031, Fanatics and Topps will take over the licence, marking the end of a fifty-year era. But while some might view this as the death knell for a vintage hobby, it is actually a massive wake-up call for modern marketers.
Collectibles are far from outdated. In fact, in our hyper-digital, screen-fatigued world, they are experiencing a massive, social media-fuelled renaissance. The urge to collect, trade and brag hasn't disappeared, it has simply migrated from the schoolyard playground to the digital platform.
Above: Got, got, need... the Panini sticker album has been a staple of school playgrounds for fifty years.
The original social network, upgraded
The longevity of collectibles says something deep about human psychology. Their appeal is rooted in hardwired behaviours: the satisfaction of completion, the thrill of the hunt, and the craving for social connection.
Historically, the 'social network' of collecting was hyper-local, restricted to your classmates or local comic shop. Today, social media has unlocked a global, infinite trading floor. What once played out in hushed whispers over school desks now unfolds across TikTok feeds, Reddit communities and Discord servers.
The physical act of collecting is now a spectator sport. 'Unboxing' videos on TikTok have transformed ownership into entertainment, generating billions of views. These videos aren't just about the product; they are about sharing the raw, authentic dopamine hit of a 'rare pull' with thousands of strangers. Brands are beginning to realise that the collectible itself is just the catalyst. The real product is the social currency it generates.
Look at McDonald’s recent Iconic Cards, or Kellogg’s retro-inspired return of cereal box toys. These campaigns succeed not because the physical plastic or cardboard is inherently valuable, but because they tap into a powerful loop: nostalgia triggers the purchase, the physical item provides a tactile thrill, and social media provides the stage to share, swap, and flex the find.
Above: Brands such as Kellogg's and McDonald's have recently got into physical giveaways.
Bridging the 'phygital' divide
For brands, the opportunity is no longer choosing between physical merchandise and digital activations. It’s about building seamless, 'phygital' ecosystems where the physical and digital amplify one another.
This is especially true for younger audiences. As highlighted by our Future 100 report - our annual study examining the key trends set to influence markets and consumers in 2026 and beyond - many Gen Z consumers see virtual and physical experiences as equally 'real'. In this landscape, culture flows freely across environments and a physical sticker or card is no longer a dead end, it’s a portal.
When physical scarcity meets digital scale, magic happens.
Panini itself pioneered this by printing QR codes on the back of physical stickers, instantly transporting collectors into digital trading rooms and online games. Meanwhile, brands in the fashion and gaming spaces are dropping physical products that come with digital twins for avatars, turning the real-world sidewalk and the virtual lobby into dual runways.
When physical scarcity meets digital scale, magic happens. A limited-edition physical drop creates the initial hype, but it is the online community that sustains it, turning a fleeting marketing campaign into a self-sustaining subculture.
Above: Unboxing videos have become a spectator sport and have expanded how people approach collectibles.
What brands can learn from the Panini era
As we look toward the post-Panini World Cup era of 2031, the lesson for brands and agencies is clear:
Design for the 'Unboxing' ritual: When creating physical touchpoints, think about how they will look, sound, and feel on a smartphone screen. Is the packaging satisfying to rip open? Is the 'reveal' shareable?
Build the trading floor: Don't just sell a product, facilitate the community around it. Where do your consumers go to swap, discuss and celebrate their collection? If you don't build that space (or partner with creators who have), you are missing half the loop.
The schoolyard has grown up, gone global and got online.
Validate the virtual: Treat digital ownership with the same reverence as physical. A digital badge, a rare filter or a community role can hold just as much social clout as a shiny, holographic sticker.
Saying goodbye to Panini’s FIFA albums feels like the end of a chapter, but for creators and brands, it’s the beginning of a much more exciting volume. The schoolyard has grown up, gone global and got online - and the game of 'got, got, need' has never been bigger.
