Collectible postage stamps are making a comeback. Should your brand go philatelic?

This month, Australia Post introduced the Kids' Showtime Greats stamp collection, celebrating over five decades of Australian children's TV shows and films. Launched in collaboration with the Australian Children's Television Foundation and Flying Bark Productions, the collection features memorable moments from iconic titles such as Round the Twist, Blinky Bill and Dot and the Kangaroo. Besides evoking nostalgia, the initiative aims to highlight the importance of sharing Australian stories with future generations.

Collectible stamps seem to be making a comeback. Most recently, Japan Railway Group and Dentsu made waves with their My Japan Railway campaign, which saw 770,000 consumers collect 2 million stamps by visiting railway stations around the country. The campaign won multiple accolades across industry events, from Cannes 2023 to D&AD 2024. 

We're not implying your brand's next campaign should be built around collectible stamps ;-) However, the revival of the medium does underscore two key consumer themes that should remain on your radar. Firstly, the nostalgia economy isn't going anywhere. Faced with a volatile present and an uncertain future, consumers welcome offerings and experiences that let them recall or escape into times when life was simpler.

At the same time, consumers increasingly dissatisfied with ultra-connected lifestyles are finding joy in the analog. While digital consumer engagement strategies remain key, can your brand inject some surprise and delight into people's lives through tactile treats?