Panini will work with McCann to launch a campaign targeting 6-12 year olds and their parents.

Panini has partnered with McCann Birmingham to launch its new football trading card collection as it makes its Premier League debut.

Having signed an exclusive worldwide agreement to become the official stickers and trading cards licensee of the Premier League for the 2019/20 season, Panini will work with McCann to launch a campaign targeting 6-12 year olds and their parents.

The integrated campaign, which comprises a creative proposition, launch assets, experiential, PR and social activity – supported by media – will launch ahead of the new football season.

Chris Clover, head of marketing (Sport) at Panini, said: “Our promotion into the Premier League is a game changer for the UK collectibles market and we recognise that a step change is required to maximise it, which working with McCann will help us achieve. Having always handled marketing and design requirements in-house through our talented team, this is the first time we have partnered with an agency to launch a collection. There is some really exciting activity planned that we can’t wait to reveal, and we look forward to making this season our best yet.”

Chris Arthur, PR and social managing director, added: “Panini is a brand with so much heritage and one that makes up the fabric of so many peoples’ childhoods, so we couldn’t be more excited to play a role in launching this new collection. Being the first time Panini has launched an integrated campaign of this kind, we’re delighted that the company has put its trust in us to work with it to deliver the collection.”