The success in Italy and abroad of Panini, the world's largest producer of stickers for children, has been based on a very simple strategy of transforming stickers, originally launched decades earlier as an incentive to the sale of foods, cigarettes, etc., into independent products in their own right. The idea proved a winner and stickers have become very popular with children for play and collecting. The themes covered are carefully chosen for the young market and include sports or characters and stories made famous by television and the cinema.

The Panini factories house the entire production cycle, from design to distribution; the automatic bagging process is an interesting original feature. The stickers are so successful that they are now once again being used to boost sales of other products. Apart from its fame as a sticker manufacturer, Panini is also well known to sports enthusiasts as the long-standing sponsor of a famous volleyball team.