This Father’s Day, Panini wants fathers and sons to head to the hobby shops. Trying to duplicate the success of a Black Friday hobby shop promotion from 2011, the Father’s Day event will include another exclusive set filled with “hits” that drive collectors crazy.
The key will be a promotion-exclusive, multi-sport set that includes unique autograph and memorabilia content. Father’s Day packs will be distributed to local dealers based on their purchase of pre-selected products; dealers, in turn, will distribute those packs to their customers via a wrapper-redemption program.
“The Black Friday promotion was a phenomenal success for us and far exceeded our expectations,” said Jason Howarth, Panini America’s vice president of marketing. “We took the lead on this massive initiative in part because we wanted to bring the intense excitement of our wrapper-redemption programs at the National Sports Collectors Convention to local hobby shops across the country.
“But perhaps more importantly, we wanted to help hobby shops continue to be bona fide destination points for collectors. Father’s Day is the perfect time to introduce a new nationwide hobby initiative and it’s something we hope will become an annual event in the hobby. It’s fair to say we all remember the first time we got a pack of cards from our own fathers and gave that first pack to our own children. That shared excitement and experience of opening packs of Panini America cards between father and child is something we want to celebrate.”