Panini has announced the launch of the official collection, which features more than 670 stickers. 

Panini has been creating FIFA World Cup sticker albums since 1970 and the 2018 album is sure to get collectors in the spirit of the tournament. The hype has been building for what is set to be a huge World Cup, and Panini is ready for kick-off with the official licensed sticker album featuring all of the best players and teams from around the world.

The 2018 FIFA World Cup Russia Official Sticker Collection prepares fans and collectors alike for the biggest football gathering and provides retailers with unprecedented opportunities to drive volume and revenue. The collection includes all 32 teams competing at the event and includes more than 670 stickers, 50 of which are special.

Starter Packs are priced at £3.99 rrp while sticker packets are 80p rrp.

Mike Riddell, managing director of Panini UK, commented: “With nine World Cups behind us here in the UK, we are as excited as ever to announce the launch of the 2018 collection. Here at Panini we look forward with great anticipation to each World Cup event and this year is no exception. Our sticker album is delivered with creativity, knowledge and expertise, and provides fans and collectors alike with an unparalleled guide to the tournament.”

The sticker collection will be backed by a marketing campaign including TV and radio advertising, marketing across digital platforms, a national newspaper campaign, sampling, cover mount activity, experiential campaigns as well as an integrated PR campaign. There will be widespread support for retail in terms of POS and retail sampling initiatives.