The Merlin Doctor Who Sticker Collection is licensed by the BBC and published by Topps Europe Ltd. Merlin Stickers are sold in packs (35p for a packet of six in the UK), that can be collected to fill a sticker album (available separately) from newsagents (priced £1.49 in the UK). A number of magazines and national newspapers promoted the collection, especially the BBC’s own titles, often with free stickers or albums being given away.