I presume you refer to the
Panini Collectables. Good business this. They distribute FREE collecting books throughout Europe then charge €0.50 per pack of 5 stickers, with 596 to collect in the worldcup series. It seems that Schoolkids Europe-wide are going crazy buying, collecting, swapping. A little bird tells me that some stickers are available in reduced quantities, increasing the number needed to be bought to get a full set. On average one needs to buy 180 packs to complete the set without swapping, so the distribution chain turns over around €90 per completed book with a raw material cost of less than €5... Nice business if you can get it...