The Panini Sticker Phenomenon | 60 Minutes Archive

>> The World Cup kicked off today in Qatar, >> The World Cup kicked off today in Qatar, and while you'll hear all manner of olés and while you'll hear all manner of olés and while you'll hear all manner of olés and alés over the next 4 weeks, this and alés over the next 4 weeks, this and alés over the next 4 weeks, this might be the event's ultimate might be the event's ultimate might be the event's ultimate soundtrack. Got, got, need. It's not the soundtrack. Got, got, need. It's not the soundtrack. Got, got, need. It's not the scalpers hawking tickets, it's the scalpers hawking tickets, it's the scalpers hawking tickets, it's the refrain of fans sifting through packs of refrain of fans sifting through packs of refrain of fans sifting through packs of World Cup stickers. Think soccer's World Cup stickers. Think soccer's World Cup stickers. Think soccer's answer to baseball cards. answer to baseball cards. answer to baseball cards. Before the 1970 World Cup, four brothers Before the 1970 World Cup, four brothers Before the 1970 World Cup, four brothers in Italy, the Paninis, began printing in Italy, the Paninis, began printing in Italy, the Paninis, began printing collectibles featuring images of players collectibles featuring images of players collectibles featuring images of players from every country in the competition. from every country in the competition. from every country in the competition. More than 50 years later, fans all over More than 50 years later, fans all over More than 50 years later, fans all over the globe scour for that obscure Serbian the globe scour for that obscure Serbian the globe scour for that obscure Serbian goalkeeper or elusive Lionel Messi, goalkeeper or elusive Lionel Messi, goalkeeper or elusive Lionel Messi, hoping to complete their albums. hoping to complete their albums. hoping to complete their albums. The Panini sticker phenomenon has become The Panini sticker phenomenon has become The Panini sticker phenomenon has become a booming international business and a a booming international business and a a booming international business and a central part of the World Cup central part of the World Cup central part of the World Cup experience. For millions of soccer fans, the World For millions of soccer fans, the World Cup unofficially began weeks ago >> [cheering] >> [cheering] >> when the Panini stickers for this >> when the Panini stickers for this >> when the Panini stickers for this quadrennial event shot onto the market.

In a classroom in the town of Sudbury, In a classroom in the town of Sudbury, England England England in the thrumming cities of São Paulo in the thrumming cities of São Paulo in the thrumming cities of São Paulo and Mexico City fans of all stripes embarked on a common fans of all stripes embarked on a common treasure hunt. treasure hunt. treasure hunt. >> Anybody got that extra Ronaldo one? >> Anybody got that extra Ronaldo one? >> Anybody got that extra Ronaldo one? >> Collecting 670 stickers depicting the >> Collecting 670 stickers depicting the >> Collecting 670 stickers depicting the players and teams from this World Cup. players and teams from this World Cup. players and teams from this World Cup. >> I'm like shaking. I finally did it. >> I'm like shaking. I finally did it. >> I'm like shaking. I finally did it. >> So they can complete their album. >> So they can complete their album. >> So they can complete their album. >> Listen, if you have >> Listen, if you have >> Listen, if you have gold or Panini sticker today, people gold or Panini sticker today, people gold or Panini sticker today, people will go for the sticker and not the will go for the sticker and not the will go for the sticker and not the gold. gold. gold. >> Panini sticker is more valuable than >> Panini sticker is more valuable than >> Panini sticker is more valuable than gold, you're saying? gold, you're saying? gold, you're saying? >> Today, yes. >> Today, yes. >> Today, yes. >> It's a sports >> It's a sports >> It's a sports >> Francesco Pernari is the biggest >> Francesco Pernari is the biggest >> Francesco Pernari is the biggest official Panini distributor in the official Panini distributor in the official Panini distributor in the United States. United States. United States. An Italian-Venezuelan American, he is An Italian-Venezuelan American, he is An Italian-Venezuelan American, he is the ultimate Panini sticker evangelist. the ultimate Panini sticker evangelist. the ultimate Panini sticker evangelist. >> 74 >> 74 >> 74 >> He's completed every sticker album since >> He's completed every sticker album since >> He's completed every sticker album since 1974, including the 2022 vintage many 1974, including the 2022 vintage many 1974, including the 2022 vintage many times over. times over. times over. >> I have already seven. >> I have already seven. >> I have already seven. >> You've You're You're a man in your 50s.

>> You've You're You're a man in your 50s. >> You've You're You're a man in your 50s. You have seven albums completed. You have seven albums completed. You have seven albums completed. >> And uh still counting. >> And uh still counting. >> And uh still counting. >> [laughter] >> [laughter] >> [laughter] >> A pack costs $1.20, and Fornari predicts >> A pack costs $1.20, and Fornari predicts >> A pack costs $1.20, and Fornari predicts sticker sales from 2022 will reach 100 sticker sales from 2022 will reach 100 sticker sales from 2022 will reach 100 million packets in the US alone. million packets in the US alone. million packets in the US alone. Nearly a billion worldwide. Nearly a billion worldwide. Nearly a billion worldwide. >> We're talking about a little piece of >> We're talking about a little piece of >> We're talking about a little piece of paper paper paper with some adhesive on it. with some adhesive on it. with some adhesive on it. What makes this so special? What makes this so special? What makes this so special? >> John, uh you got to understand that you >> John, uh you got to understand that you >> John, uh you got to understand that you have all your legends, you have all your have all your legends, you have all your have all your legends, you have all your best players best players best players at a distance of, you know, your hand. at a distance of, you know, your hand. at a distance of, you know, your hand. You can touch them, you can talk to You can touch them, you can talk to You can touch them, you can talk to them. them. them. It's fantastic. It's fantastic. It's fantastic. >> How coveted are these things? When >> How coveted are these things? When >> How coveted are these things? When Argentina ran out of stickers in Argentina ran out of stickers in Argentina ran out of stickers in September, its secretary of commerce September, its secretary of commerce September, its secretary of commerce called an emergency meeting to solve called an emergency meeting to solve called an emergency meeting to solve this national crisis. this national crisis. this national crisis. >> We live in a digital world. How are >> We live in a digital world. How are >> We live in a digital world. How are these paper stickers still this popular? these paper stickers still this popular? these paper stickers still this popular? >> This sensation, John, to get a pack, >> This sensation, John, to get a pack, >> This sensation, John, to get a pack, to rip it out, to rip it out, to rip it out, to smell it, to smell it, to smell it, to open it, to open it, to open it, and to find the players right here, and to find the players right here, and to find the players right here, there is no way you can replicate it in there is no way you can replicate it in there is no way you can replicate it in an electronic way.

an electronic way. an electronic way. >> So, you even have a method for how >> So, you even have a method for how >> So, you even have a method for how you're ripping that packet open. you're ripping that packet open. you're ripping that packet open. >> pack has to be done in the same way. >> pack has to be done in the same way. >> pack has to be done in the same way. By the way, I've opened at least By the way, I've opened at least By the way, I've opened at least >> Tell us before. >> Tell us before. >> Tell us before. >> probably 2,000 packs up until now. >> probably 2,000 packs up until now. >> probably 2,000 packs up until now. Oh my god, Germany. Oh my god, Germany. Oh my god, Germany. >> This was a good one. That was a good >> This was a good one. That was a good >> This was a good one. That was a good pull. pull. pull. >> I love it. >> I love it. >> I love it. >> We went to Modena, Italy, to Panini's >> We went to Modena, Italy, to Panini's >> We went to Modena, Italy, to Panini's headquarters, the equivalent of Willy headquarters, the equivalent of Willy headquarters, the equivalent of Willy Wonka's factory. Wonka's factory. Wonka's factory. As Paninis rolled off the press, 21 As Paninis rolled off the press, 21 As Paninis rolled off the press, 21 hours a day, hours a day, hours a day, 11 million packets a day, 11 million packets a day, 11 million packets a day, each containing five stickers. each containing five stickers. each containing five stickers. The headliners, Mbappé, The headliners, Mbappé, The headliners, Mbappé, Messi, Messi, Messi, Modrić, and the coming stars. Modrić, and the coming stars. Modrić, and the coming stars. Players with four names, Players with four names, Players with four names, and there's Fred. The phenomenon started here, next to the The phenomenon started here, next to the cathedral, at a newspaper kiosk in the cathedral, at a newspaper kiosk in the cathedral, at a newspaper kiosk in the [music] center of town. After World War [music] center of town. After World War [music] center of town. After World War II, Olga Panini, a widow, ran the II, Olga Panini, a widow, ran the II, Olga Panini, a widow, ran the newsstand with her four sons. Not unlike newsstand with her four sons. Not unlike newsstand with her four sons. Not unlike a soccer team, each had a special skill.

a soccer team, each had a special skill. a soccer team, each had a special skill. The oldest son, Giuseppe, was the The oldest son, Giuseppe, was the The oldest son, Giuseppe, was the dreamer with the big plans. dreamer with the big plans. dreamer with the big plans. >> Salute. >> Salute. >> Salute. >> Salute. >> Salute. >> Salute. >> We met Giuseppe's son, Antonio, and >> We met Giuseppe's son, Antonio, and >> We met Giuseppe's son, Antonio, and Giuseppe's nieces, Laura and Lucia Giuseppe's nieces, Laura and Lucia Giuseppe's nieces, Laura and Lucia Panini, in Modena. Panini, in Modena. Panini, in Modena. >> He was like a volcano. He had many, many >> He was like a volcano. He had many, many >> He was like a volcano. He had many, many ideas. ideas. ideas. >> A volcano, yes. >> A volcano, yes. >> A volcano, yes. >> Giuseppe's initial idea was to sell >> Giuseppe's initial idea was to sell >> Giuseppe's initial idea was to sell cards depicting flowers. cards depicting flowers. cards depicting flowers. >> And was a disaster. >> And was a disaster. >> And was a disaster. But they realized that the formula was But they realized that the formula was But they realized that the formula was okay, not the subject. okay, not the subject. okay, not the subject. >> Short of lira, Giuseppe had, as it were, >> Short of lira, Giuseppe had, as it were, >> Short of lira, Giuseppe had, as it were, one last shot on goal. It was 1961, and one last shot on goal. It was 1961, and one last shot on goal. It was 1961, and he turned to a new subject, Italian he turned to a new subject, Italian he turned to a new subject, Italian soccer. It was a hit, especially with soccer. It was a hit, especially with soccer. It was a hit, especially with the kids, even if production was the kids, even if production was the kids, even if production was rudimentary. rudimentary. rudimentary. >> All the stickers were printed, and then >> All the stickers were printed, and then >> All the stickers were printed, and then were cut, and they were mixing with a were cut, and they were mixing with a were cut, and they were mixing with a shovel at the beginning. shovel at the beginning. shovel at the beginning. >> To make sure there were no duplicates, >> To make sure there were no duplicates, >> To make sure there were no duplicates, they mixed with a shovel. they mixed with a shovel. they mixed with a shovel. >> They replaced the shovel with a churn, >> They replaced the shovel with a churn, >> They replaced the shovel with a churn, the one they use normally for making the one they use normally for making the one they use normally for making butter or cheese. Yes, yes. And they had butter or cheese. Yes, yes. And they had butter or cheese. Yes, yes. And they had a handle, and they were moving this a handle, and they were moving this a handle, and they were moving this handle, and was working.

handle, and was working. handle, and was working. >> Giuseppe's brother, Umberto, the family >> Giuseppe's brother, Umberto, the family >> Giuseppe's brother, Umberto, the family engineer, invented machinery that mixed engineer, invented machinery that mixed engineer, invented machinery that mixed stickers to prevent dreaded duplicates stickers to prevent dreaded duplicates stickers to prevent dreaded duplicates in each pack. His contraptions were so in each pack. His contraptions were so in each pack. His contraptions were so successful, the designs are still in use successful, the designs are still in use successful, the designs are still in use today, 60 years later. today, 60 years later. today, 60 years later. And enabled the brothers to scale up And enabled the brothers to scale up And enabled the brothers to scale up their ambitions. Before the 1970 World their ambitions. Before the 1970 World their ambitions. Before the 1970 World Cup in Mexico, they paid a thousand Cup in Mexico, they paid a thousand Cup in Mexico, they paid a thousand dollars cash to soccer's governing body dollars cash to soccer's governing body dollars cash to soccer's governing body to buy the rights to produce stickers of to buy the rights to produce stickers of to buy the rights to produce stickers of the players, not least the great Pelé. the players, not least the great Pelé. the players, not least the great Pelé. Suddenly, Panini became chiefly Suddenly, Panini became chiefly Suddenly, Panini became chiefly associated not with a sandwich, but with associated not with a sandwich, but with associated not with a sandwich, but with a worldwide pastime. a worldwide pastime. a worldwide pastime. The growth of the stickers mirroring the The growth of the stickers mirroring the The growth of the stickers mirroring the growth of soccer. growth of soccer. growth of soccer. >> España 82, Spain 82. >> España 82, Spain 82. >> España 82, Spain 82. >> Antonio Allegra, Panini's marketing >> Antonio Allegra, Panini's marketing >> Antonio Allegra, Panini's marketing director, told us how collecting the director, told us how collecting the director, told us how collecting the World Cup albums over the decades became World Cup albums over the decades became World Cup albums over the decades became a rite of passage. Also, a way to mark a rite of passage. Also, a way to mark a rite of passage. Also, a way to mark time. time. time. >> Well, is the first >> Well, is the first >> Well, is the first appears for uh Diego Armando Maradona in appears for uh Diego Armando Maradona in appears for uh Diego Armando Maradona in a World Cup. a World Cup. a World Cup. >> This was Maradona's first World Cup. >> This was Maradona's first World Cup. >> This was Maradona's first World Cup. >> Yeah, yeah, yeah, yeah. >> Yeah, yeah, yeah, yeah. >> Yeah, yeah, yeah, yeah. This one is Germany 2006 This one is Germany 2006 This one is Germany 2006 and uh here we have a very very young and uh here we have a very very young and uh here we have a very very young Messi. Yeah, that is Messi. Yeah, that is Messi. Yeah, that is >> This teenager, right here.

>> This teenager, right here. >> This teenager, right here. >> Yeah. Yeah, yeah, yeah. He is 19. >> Yeah. Yeah, yeah, yeah. He is 19. >> Yeah. Yeah, yeah, yeah. He is 19. >> There are countries that have fallen off >> There are countries that have fallen off >> There are countries that have fallen off the map and hairstyles that have fallen the map and hairstyles that have fallen the map and hairstyles that have fallen out of fashion. out of fashion. out of fashion. >> He looks like the drummer. >> He looks like the drummer. >> He looks like the drummer. >> Marcello Minori is Panini's project >> Marcello Minori is Panini's project >> Marcello Minori is Panini's project manager overseeing image control. manager overseeing image control. manager overseeing image control. >> Sometimes these pictures are not >> Sometimes these pictures are not >> Sometimes these pictures are not perfect. Might be too dark. Maybe perfect. Might be too dark. Maybe perfect. Might be too dark. Maybe there's a pimple on someone's face. there's a pimple on someone's face. there's a pimple on someone's face. And we are asked to remove it. And we are asked to remove it. And we are asked to remove it. >> Well, Photoshop? >> Well, Photoshop? >> Well, Photoshop? >> Correct. >> Correct. >> Correct. >> I heard one story of a of a federation >> I heard one story of a of a federation >> I heard one story of a of a federation once getting in touch and saying, "This once getting in touch and saying, "This once getting in touch and saying, "This guy's really ugly. Can you do something guy's really ugly. Can you do something guy's really ugly. Can you do something about that?" about that?" about that?" >> Yes. >> Yes. >> Yes. >> Do >> Do >> Do >> It's the truth. >> It's the truth. >> It's the truth. >> Should we name names? >> Should we name names? >> Should we name names? >> No. I'm still working with these people. >> No. I'm still working with these people. >> No. I'm still working with these people. >> So, what so what do you do when you get >> So, what so what do you do when you get >> So, what so what do you do when you get that call? that call? that call? >> Uh we first reply is of course, "No, no >> Uh we first reply is of course, "No, no >> Uh we first reply is of course, "No, no worry. I mean, we're going to change the worry. I mean, we're going to change the worry. I mean, we're going to change the picture." Second time, third time, picture." Second time, third time, picture." Second time, third time, fourth time, the fourth time I will say, fourth time, the fourth time I will say, fourth time, the fourth time I will say, "Listen, this is his face. It's his "Listen, this is his face. It's his "Listen, this is his face. It's his face. I'm sorry. I I we we did all we face. I'm sorry. I I we we did all we face. I'm sorry. I I we we did all we could all we could. >> What do players think of sticker >> What do players think of sticker madness? We asked Gigi Buffon.

madness? We asked Gigi Buffon. madness? We asked Gigi Buffon. Who literally saved Italy during its run Who literally saved Italy during its run Who literally saved Italy during its run to the World Cup trophy in 2006. to the World Cup trophy in 2006. to the World Cup trophy in 2006. One of the greatest ever goalkeepers. At age 44, he's not only still playing. At age 44, he's not only still playing. But let's keep this between us. He's But let's keep this between us. He's But let's keep this between us. He's still collecting stickers. A hobby since still collecting stickers. A hobby since still collecting stickers. A hobby since childhood. childhood. childhood. >> When you still collect, where are you >> When you still collect, where are you >> When you still collect, where are you getting your stickers? >> Now and again, I like the ritual of >> Now and again, I like the ritual of going to the kiosk to buy say 10 packets going to the kiosk to buy say 10 packets going to the kiosk to buy say 10 packets of stickers. of stickers. of stickers. It's a little embarrassing, but now I It's a little embarrassing, but now I It's a little embarrassing, but now I can say to the kiosk owner the stickers can say to the kiosk owner the stickers can say to the kiosk owner the stickers are for my kids and he believes me. are for my kids and he believes me. are for my kids and he believes me. >> Buffon let us in on another secret. >> Buffon let us in on another secret. >> Buffon let us in on another secret. >> Do players swap stickers in the locker >> Do players swap stickers in the locker >> Do players swap stickers in the locker room? >> Yes, I think [snorts] if we were really >> Yes, I think [snorts] if we were really to investigate all the players in the to investigate all the players in the to investigate all the players in the locker room, I think 60 to 70% filled locker room, I think 60 to 70% filled locker room, I think 60 to 70% filled the album. the album. the album. >> Buffon appeared in four World Cup albums >> Buffon appeared in four World Cup albums >> Buffon appeared in four World Cup albums aging before our eyes.

aging before our eyes. aging before our eyes. And his. And his. And his. >> We have visual aids. >> We have visual aids. >> We have visual aids. >> His favorite sticker was for the 2006 >> His favorite sticker was for the 2006 >> His favorite sticker was for the 2006 album. The last time Italy triumphed at album. The last time Italy triumphed at album. The last time Italy triumphed at the World Cup. the World Cup. the World Cup. >> You've had your picture taken thousands >> You've had your picture taken thousands >> You've had your picture taken thousands of times, but you understood this is for of times, but you understood this is for of times, but you understood this is for generations. generations. generations. >> Yes, for sure. >> Yes, for sure. >> Yes, for sure. For me, it was a For me, it was a For me, it was a solemn moment. solemn moment. solemn moment. Because there was a kind of respect that Because there was a kind of respect that Because there was a kind of respect that I had to show towards Gigi the child and I had to show towards Gigi the child and I had to show towards Gigi the child and to the dreams of Gigi the child. >> [laughter] >> [laughter] >> An hour from Buffon's practice field in >> An hour from Buffon's practice field in >> An hour from Buffon's practice field in Parma, we met another child at heart. Parma, we met another child at heart. Parma, we met another child at heart. Johnny Bellini. Johnny Bellini. Johnny Bellini. >> You must have thousands of stickers. >> You must have thousands of stickers. >> You must have thousands of stickers. >> Considered the most prolific Panini >> Considered the most prolific Panini >> Considered the most prolific Panini collector in the world. Questo è Mexico collector in the world. Questo è Mexico collector in the world. Questo è Mexico 70. The debut edition, Mexico 1970, is 70. The debut edition, Mexico 1970, is 70. The debut edition, Mexico 1970, is the holy grail of World Cup sticker the holy grail of World Cup sticker the holy grail of World Cup sticker albums. This guy has five of them, and albums. This guy has five of them, and albums. This guy has five of them, and he ain't selling. he ain't selling. he ain't selling. >> Oh my god. >> Oh my god. >> Oh my god. Jeez. Jeez. Jeez. Floor to ceiling. Floor to ceiling. Floor to ceiling. >> He lives in what is less a home than a >> He lives in what is less a home than a >> He lives in what is less a home than a sticker repository.

sticker repository. sticker repository. >> Even in your daughter's room. >> Even in your daughter's room. >> Even in your daughter's room. >> You might have baseball cards in your >> You might have baseball cards in your >> You might have baseball cards in your attic. He has half a million stickers attic. He has half a million stickers attic. He has half a million stickers spilling out of every drawer. spilling out of every drawer. spilling out of every drawer. >> È solo per pochi. >> È solo per pochi. >> È solo per pochi. >> Bellini even has whole sheets of them >> Bellini even has whole sheets of them >> Bellini even has whole sheets of them hidden under a tablecloth. No one is hidden under a tablecloth. No one is hidden under a tablecloth. No one is allowed to eat on the table because it's allowed to eat on the table because it's allowed to eat on the table because it's too sacred. too sacred. too sacred. >> It's very rare. >> It's very rare. >> It's very rare. >> These are all rare. >> These are all rare. >> These are all rare. >> Lucky for Johnny, his long-suffering >> Lucky for Johnny, his long-suffering >> Lucky for Johnny, his long-suffering wife, Giovanna, has a sense of humor. wife, Giovanna, has a sense of humor. wife, Giovanna, has a sense of humor. >> Heaven forbid there were a fire tonight. >> Heaven forbid there were a fire tonight. >> Heaven forbid there were a fire tonight. You had to go back into your house. What You had to go back into your house. What You had to go back into your house. What would you rescue first? would you rescue first? would you rescue first? >> Ovviamente le figurine. >> Ovviamente le figurine. >> Ovviamente le figurine. >> Obviously, the stickers. If there's a >> Obviously, the stickers. If there's a >> Obviously, the stickers. If there's a fire, my wife would run away with her fire, my wife would run away with her fire, my wife would run away with her own legs. own legs. own legs. >> Your wife can fend for herself, but the >> Your wife can fend for herself, but the >> Your wife can fend for herself, but the stickers can't. stickers can't. stickers can't. >> Esattamente. >> Esattamente. >> Esattamente. >> Saturday nights are all right for >> Saturday nights are all right for >> Saturday nights are all right for sticking at the Bellini household. While sticking at the Bellini household. While sticking at the Bellini household. While Giovanna watches a movie, Johnny fills Giovanna watches a movie, Johnny fills Giovanna watches a movie, Johnny fills his album and never forgets a face. his album and never forgets a face. his album and never forgets a face. >> You remember 50 years later what what >> You remember 50 years later what what >> You remember 50 years later what what the last player was you needed to the last player was you needed to the last player was you needed to complete the album? complete the album? complete the album? >> Io mi ricordo anche la >> Io mi ricordo anche la >> Io mi ricordo anche la >> I also remember the first sticker that I >> I also remember the first sticker that I >> I also remember the first sticker that I got in a pack, which was Sergio got in a pack, which was Sergio got in a pack, which was Sergio Carantini, a defender from Vicenza.

Carantini, a defender from Vicenza. Carantini, a defender from Vicenza. >> It's like your first girlfriend. >> It's like your first girlfriend. >> It's like your first girlfriend. >> Quello non lo ricordo. >> Quello non lo ricordo. >> Quello non lo ricordo. >> Her, [laughter] I don't remember. >> He's not alone in his soccer nostalgia. >> He's not alone in his soccer nostalgia. Those kids who grew up in the '70s Those kids who grew up in the '70s Those kids who grew up in the '70s collecting stickers are now grandparents collecting stickers are now grandparents collecting stickers are now grandparents and parents, passing down the tradition and parents, passing down the tradition and parents, passing down the tradition like Francesco Fornari in Florida. like Francesco Fornari in Florida. like Francesco Fornari in Florida. >> Think about this. There is no way you >> Think about this. There is no way you >> Think about this. There is no way you can find a product that you can have can find a product that you can have can find a product that you can have different generation doing at the same different generation doing at the same different generation doing at the same time. time. time. It's fantastic. It's fantastic. It's fantastic. >> Here's what else makes it exceptional. >> Here's what else makes it exceptional. >> Here's what else makes it exceptional. >> Mexico. >> Mexico. >> Mexico. Polonia. Polonia. Polonia. >> Almost everyone that completes their >> Almost everyone that completes their >> Almost everyone that completes their album does so not through purchase album does so not through purchase album does so not through purchase power, power, power, >> Did you want to trade for this one? >> Did you want to trade for this one? >> Did you want to trade for this one? >> Oh, yeah. Would you be trading that USA >> Oh, yeah. Would you be trading that USA >> Oh, yeah. Would you be trading that USA one? one? one? >> but through old-fashioned face-to-face >> but through old-fashioned face-to-face >> but through old-fashioned face-to-face trading. trading. trading. Around the world, there are Panini Around the world, there are Panini Around the world, there are Panini sticker swapping sessions that are sticker swapping sessions that are sticker swapping sessions that are organized. organized. organized. Others that are impromptu. Others that are impromptu. Others that are impromptu. This next month in the desert of Qatar, This next month in the desert of Qatar, This next month in the desert of Qatar, one country will lift the trophy, but one country will lift the trophy, but one country will lift the trophy, but millions will feel their personal millions will feel their personal millions will feel their personal version of World Cup glory.

version of World Cup glory. version of World Cup glory. >> You've seen people complete their >> You've seen people complete their >> You've seen people complete their albums. albums. albums. What does that feeling like when you get What does that feeling like when you get What does that feeling like when you get that very last sticker? that very last sticker? that very last sticker? >> Let me put it this way. >> Let me put it this way. >> Let me put it this way. Whenever you play soccer and you score a Whenever you play soccer and you score a Whenever you play soccer and you score a goal in the final of the tournament, goal in the final of the tournament, goal in the final of the tournament, that's kind of the feeling you have that's kind of the feeling you have that's kind of the feeling you have whenever you complete an album. whenever you complete an album. whenever you complete an album. >> It's an old-timey analog hobby, no >> It's an old-timey analog hobby, no >> It's an old-timey analog hobby, no screen required. It relies on the screen required. It relies on the screen required. It relies on the humanity of touch. humanity of touch. humanity of touch. >> I'll take Fred. >> I'll take Fred. >> I'll take Fred. >> It's got Pelé. >> It's got Pelé. >> It's got Pelé. >> Okay, thanks. >> Okay, thanks. >> Okay, thanks. >> And the value is largely sentimental. >> And the value is largely sentimental. >> And the value is largely sentimental. But in these tribal, polarized times, But in these tribal, polarized times, But in these tribal, polarized times, leave it to stickers to take people and leave it to stickers to take people and leave it to stickers to take people and countries and bind them together. countries and bind them together. countries and bind them together. >> Yes, the Argentina team.