• October 29, 2012

Italian-based licensed merchandise company Panini has an extended program with the NBA that puts Kobe Bryant in the spotlight. Sal LaRocca, EVP of Global Merchandising Group, NBA: "They have historically played a significant role for us. It primarily gives kids an opportunity to interact with the  sport."

Mark Warsop, CEO of Panini America, said Bryant will be spokesperson for Panini and the anthology will be included in all Panini cards throughout the year. 

"You can't take away that tangible feeling of opening a packet -- you can't get that in the digital format," he said. "Kobe is a key component of that. You see kids playing on videogames more and more often, but you see their imagination taking off in real collectible figures and cards."

He says Panini has released collectibles in over 40 markets worldwide. "From a global perspective, Kobe is recognized globally. He is one of our marquis guys, but we have long term associations with a lot of players."