Sticky figures for Panini’s rivals

There are a number of exaggerations and inaccuracies in Jo-Anne Walker’s article “Pride after a fall” (MW March 3) that I should like to correct.

I would challenge Panini to prove that they sold 1 billion packets of stickers in the UK last year. Given that they accept Merlin has the major portion of the market, and even we did not sell that number, it seems a pretty impossible figure based on current mathematical principles.

A rather less amusing error lies in the final paragraphs. Although Merlin are proud to be UK-based, our group activities are virtually worldwide, encompassing wholly owned European subsidiaries operating in Italy, France, the Netherlands, Germany, Spain and Portugal. Merlin products are also distributed in Scandinavia, South Africa, Australia, New Zealand, Singapore, Malaysia and Hong Kong. Meanwhile, our US subsidiary based in San Diego, California, has one publication riding high in the What’s Hot list of the Toy Book (the US toy industry’s bible) – the first time a sticker collection has achieved this distinction.

Not bad for a market that we’re not even supposed to be in. And not bad for a company only that is five years’ old. And, of course, we’re not stopping there, with further expansion into South America, eastern Europe and the Far East planned for 1995.

Kelvyn Gardner

Group licensing director

Merlin

Milton Keynes

Bucks

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now