In 1961, the first PANINI sticker album with pictures of Italian soccer teams is published. In Germany, the first PANINI sticker collection is launched in 1974, the year of the World Cup. Today, PANINI, based in Modena, is the global market leader in self-adhesive stickers and trading cards. The idea to work on licensing the PANINI brand was born in 2006 and since then PANINI has built up the licensing business in Italy and the UK. The aim is now to establish the licensing program in the German-speaking countries, which are historically among the most important for PANINI, and where the origin of the brand and the attachment to it are strongest.

PANINI offers a high level of emotional fascination around the brand, which stands above all for soccer and a passion for collecting. In Italy, the phrase "Celo, Celo, Manca" ("Got it, got it, missing it") is inextricably linked with PANINI and has entered common parlance, so to speak. And in Germany, too, almost everyone knows PANINI: there's hardly a soccer fan who hasn't tried to fill a PANINI album with every last picture of the soccer stars. PANINI is a brand that has managed to stay relevant for decades: collecting and exchanging the stickers is still passionately practiced by kids, but also by adults.