By Chris Olds | Beckett Sports Card Monthly Editor
First there was Black Friday, now there’s Father’s Day.
Panini America is bringing its hobby-shop holiday formula that it launched last November to the spring — June 17 to be exact.
“The Black Friday promotion was a phenomenal success for us and far exceeded our expectations,” said Jason Howarth, Panini America 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.”
The company is readying packs for distribution on the holiday — a multi-sport, exclusive-design set that will include autograph and memorabilia cards as inserts as well. It will feature stars from the Big Four sports as well as stars from a few others. The program will require a certain amount of product to be purchased in return for a certain number of packs. Details will be coming at a later date.
Chris Olds is the editor of Beckett Baseball magazine. Have a comment, question or idea? Send an email to him at email@example.com. Follow him on Twitter by clicking here.