Panini tells: how to win over comic book fans with promotional products

Renato Franchi, Comics Marketing Manager at Panini S.p.A., has no doubts about the usefulness of promotional products and confirms that in the company the selection of the items takes place in the same way as choosing the titles to be published: “always thinking primarily of our customers, trying to attract their curiosity and encourage them to collect”.


Despite Panini’s worldwide fame and recognition, the Italian multinational, founded in 1961, still believes in the importance of physical promotional campaigns, especially during events and fairs.

In fact, it is precisely during these events that readers come into contact with the brand and interact with Panini’s representatives.

Customize buttons

For this reason, Franchi is certain that customized promotional products are necessary to increase the memorability of the experience, but also as fans make them a real collectable item.

During the selection of promotional products to customize, Panini S.p.A. thinks of all the targets, from long-time fans who want to show off a mug of Spider-Man in the office, to the younger generations who prefer to stand out with the pins of their favorite manga on backpacks.

Customize mugs

Customize backpacks




Panini at Lucca Comics with Camaloon

The Lucca comics is a choral work that employs over 40 people in the company for at least 3 months. Despite the preparation, arriving at the event 100% prepared is always the first of the challenges, due to the fact that the event attracts almost half a million people each year and the company occupies an area of almost 800 square meters with its own workstations.

Personalizza le tote bag

To prepare for Lucca Comics, every year Panini S.p.A. organizes a strategic meeting with the marketing team. They revealed the secret with which they choose the gadgets to customize: “We are the perfect prototype of the comic book reader, we just think about what we would like and we are sure that those who pass through our stands will be satisfied.”

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