Widespread commercial use for fun kicked in by accident when in 1960 the Italian newspaper moguls Benito and Giuseppe Panini found a collection of 'figurines' (stickers attached with glue) which a company in Milan had failed to sell. The brothers succeeded in soon after selling three million packets. They then set up the hugely successful Panini sticker company on the back of their success. The company became famous for its football collections and by 1970 it was the first sticker company to produce stickers for the football World Cup. Panini led the way in introducing self-adhesive stickers to the children's market in the 1970s and by the early eighties was a world leader in sticker sales. The brothers later sold the company to Marvel comics. Most recently Panini produced stickers for the 2012 Olympic Games in London.