The Panini corner in Valletta where generations meet

Between the tour groups and the rush of Valletta foot traffic, a small crowd is absorbed in a world of footballers, handwritten lists and Panini stickers.

The World Cup is around the corner, and outside Anastasi Panini, the trading has already started.

“For me, these people are like my brothers,” said 74-year-old Dominic Anastasi, who has watched generations of collectors gather outside his shop since becoming Malta’s sole distributor of Panini stickers in 1970.

Dominic Anastasi in his store.

Times of Malta joined around 20 collectors who gathered at the corner of Merchants Street and St John Street, discussing swaps in what has become something of a stock market of stickers.

However, the traders don’t call them stickers - they call them kupuni.

“I have known these guys since they were young, and now some are fathers and even grandfathers,” Anastasi said.

He speaks about the regulars with the fondness of a man who has seen generations grow up through football albums.

Watching them handle the packets, some collectors seemed almost like sommeliers of the cards, treating each one as though it might reveal a rare vintage.

Anastasi said some regulars even smell the packets, as though trying to sense whether they contain a good bouquet of kupuni. Each packet contains seven stickers and costs €1.50.

Nestu Barbara and Francis Spina exchanging stickers in Valletta outside Anastasi.

This year, some stickers are especially sought after. Lionel Messi, Cristiano Ronaldo and Kylian Mbappé are among the most wanted, with speculation that this could be the final World Cup for some of the game’s biggest names.

“This year is big,” Anastasi said, explaining that this year’s collection includes around 300 more stickers than the previous World Cup album. The sticker album for the 2022 Qatar World Cup had 670 stickers. This year’s collection has 980.

The increase initially worried Anastasi. “I thought people were going to grumble about it more. But they are really happy about it. It just means they come here to exchange more.”

Anastasi started selling stickers more than 50 years ago, on his own and without a car, peddling them across the island. The business has since grown into a true family operation. Apart from the Valletta shop, relatives now help with stock, deliveries and customers.

But Anastasi remains heavily involved, especially during World Cup season.

“It’s hard work, but we have the full family involved. We have no time for everything. Even during this election, I stayed home doing paperwork.”

The World Cup period is particularly busy. Anastasi said the family will be focused on the stickers from April until August, although the most important weeks come while schools are still open, when children have more opportunities to exchange stickers.

Although stickers can now be exchanged online, the collectors outside Anastasi’s shop still prefer meeting face to face.

What the traders’ papers look like.

The traders' 'headquarters'

Francis Spina, 85, described the Valletta shop as the “headquarters” for traders.

He said he looks forward to going there on Saturdays, the busiest day of the week for collectors and a chance to meet new people.

Nestu Barbara, 79, described himself as a “Panini dealer”. He was particularly proud of a Panini album from 1970 (the first edition), for which he has been offered thousands of euros.

But he has no intention of selling it. The album, he said, should be passed down from generation to generation.

The 2026 World Cup kicks off on June 11 and ends on July 19. It will feature 48 teams and will be played across the US, Canada and Mexico.

It will also be the first World Cup hosted by three countries.