It is quite amusing watching the fervour around collector cards and items currently sweeping schools and supermarkets.
I love the way that marketing "geniuses" are taking all the credit for their innovative approach to marketing.
I also think its great that in a world obsessed with social media and analytics that something so simple and traditional can make such an impact.
As a kid ( back before the internet was invented ) my favourite collector card was the Monster Cards series, it came wrapped inside some pretty average bubblegum.
I don't have them any more, I got out whilst the market was still hot and moved on to Star Wars.