Emma Hayes slams toy store for lack of Panini sticker albums

Chelsea Women manager Emma Hayes has criticized toy store Smyths Toys for not stocking Panini Euro 2022 sticker albums.

Panini recently launched its Women’s Euros sticker collection, which features all the teams and the majority of the players taking part in the major tournament this summer.

The stickers are sold at a number of well-known retailers across the UK, but it appears not all stores have received the memo.

Hayes, who has managed the Chelsea women’s team since 2012 and has been a long-time champion of women’s football, shared a photo of Panini stickers on sale at one particular Smyths Toys store.

The image shows a number of Panini Premier League sticker albums on sale, but none for the new Euro 2022 collection.

While it’s not clear which Smyths store Hayes was in, or if the situation is the same in multiple Smyths stores, Hayes stressed how disappointing it was not to see any Euros sticker albums, when the contest starts this week.

“In @SmythsToysUK and not a single @OfficialPanini women’s euro 2022 sticker album on sale,” she wrote.

“How can we push when the sport is not yet visible enough. Our girls deserve to be seen.

What are Panini stickers?

Panini is an Italian company, founded in 1961, which produces books, comics, magazines, stickers, trading cards and other items.

After forming a partnership with FIFA in 1970, Panini released their first FIFA World Cup sticker album for the 1970 World Cup.

In 2017, a 1970 World Cup Panini sticker album signed by former Brazil star Pele sold for a record £10,450.

The company owns the rights to the majority of major football competitions, including the men’s and women’s European championships.

When does Euro 2022 start?

Euro 2022 starts on July 6 and will run until July 31.

England host the competition and start their campaign against Austria at Old Trafford on Wednesday.

The original tournament was supposed to take place last year but was postponed due to the COVID-19 pandemic.


A total of 16 teams will face off –– the second time this has happened since the competition was expanded.

The Netherlands are the defending champions, but winning coach Sarina Wiegman now manages the Lionesses.

For more on the competing teams, you can check out our group previews here.

And if you fancy deciding the winner, take a look at our predictions for each game.

Find all the news related to Euro 2022 here.

Women's Euro Trophy

When was the UEFA Women’s Euro created?





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