Panini has opened a FIFA World Cup pop-up store at Selfridges Oxford Street, with former England striker Emile Heskey attending the launch.
Heskey arrived at the central London department store in a black cab wrapped in England stickers before opening the pop-up, which is located on the fourth floor. The in-store activation has been designed for football fans and collectors looking to complete their Panini sticker albums ahead of the tournament.
The launch included fan meet-and-greets, merchandise signing and sticker-swapping challenges, bringing the brand’s long-running football sticker culture into the retail setting.
The Selfridges Oxford Street pop-up includes in-store swap-shop activity, giving collectors the chance to exchange stickers and find missing players for their albums. The activation opens as fans continue collecting ahead of the FIFA World Cup, which this year will feature 48 nations competing across Canada, Mexico and the United States.
Panini has produced sticker collections for every FIFA World Cup since 1970. This year’s edition is described by the brand as the biggest in its FIFA World Cup history, with 980 stickers, including 68 special editions. The collection includes players including Lionel Messi, Cristiano Ronaldo and Lamine Yamal, with seven stickers included in each packet.
“Being part of a Panini sticker collection was always a proud moment in my career. As a player, you know you’ve made it when kids around the world are hunting for your sticker, swapping you in the playground and trying to complete their albums. I remember that excitement myself, so to be here opening this pop-up and seeing that same buzz ahead of another FIFA World Cup is really special.”
Emile Heskey, England legend
“We are delighted to bring the magic of Panini to the iconic Selfridges London, ahead of the biggest FIFA World Cup in history! For football fans, the excitement of the FIFA World Cup starts with Panini and we can’t wait to see fans enjoy this purpose-built Panini experience, allowing them to swap their stickers and to help complete their albums in the run up to the tournament!”
Rebecca Smith, Head of Trade and Circulation
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