Sales of Panini football stickers soar
16 June 2014 Last updated at 21:34 BST
Stickers of football players produced by the Kent manufacturer Panini are available in 110 countries across the world, with 25 million packets sold to fans young and old every day.
Sales last year were worth more than £420m.
As the World Cup continues in Brazil, BBC South East's Jane Witherspoon visited Panini's headquarters in Tunbridge Wells, and spoke to Jessica Tadmor, and gallery curator Rob Manley.