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Panini UK has ‘been taken aback’ by the demand for the new Premier League Official Sticker Collection 2021, that – despite the current lockdown restrictions – has seen sales outperform the success of the 2020 collection.
The range has been such a hit at retail that customers in some parts of the country have reported difficulty in getting their hands on the sticker packets, with hot spots for the new collection to be Leeds and Birmingham in particular.
Panini suggests that sales in these areas have been driven by Leeds United and Aston Villa fans who have embraced the collection as the ‘perfect antidote to lockdown’ and not being able to see their teams play in person.