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In 2013, stickers began to expand beyond Asian markets: Path added stickers in March 2013 as part of its new private messaging system, [3] followed by Facebook's main and Facebook Messenger mobile apps in April. In July, sticker functionality was extended to Facebook's web interface, [4] [5] while Kik Messenger also added stickers. [6]
[8] [9] Initiating a craze for collecting and trading stickers, since then, collecting and trading stickers has become part of the World Cup experience, especially for the younger generation. [10] [11] UK newspaper The Guardian states, "the tradition of swapping duplicate [World Cup] stickers was a playground fixture during the 1970s and 1980s ...