Ninety-ies relics amassed by boys deemed worth hundreds of thousands of Russian rubles today.
Stashin' Away the Greenbacks.
Dial it back to the '90s. Winter's ravaging the world outside, and me and my mates are huddled in the stairwell of a run-down apartment building. Each one of us flipping out their pockets, revealing a hidden treasure. The stage is set for the timeless game of inserts—the pocket change that might just land you a fortune.
Fast-forward to today, and things aren't much different. Keep your childhood stash, and it's a ticket to big money—dough so fat it makes your eyes water. Because inserts? They're minting the big bucks.
Fifty GRAND for a FAR-OUT COLLECTION
Remember those bubble gums from the '90s, right? Inserts from Turkey's Turbo gum took the world by storm. Each one a unique little beauty, featuring a specific car or bike model, sometimes even a plane or boat. And every one of these bad boys had a numero unico, making them extra special.
Now, you can find these puppies on classified sites for around 10-20 rubles a pop. But there are the rare ones, the trés cher, the once-in-a-lifetime inserts that'll set you back several orders of magnitude more.
The regular, garden-variety Turkish inserts are everywhere. They were a common sight when the Iron Curtain crumbled, making its way to our humble abodes. But there were earlier, harder-to-come-by series too. They weren't distributed in our part of the world, and that's where the big demand comes from, as explained by Gamlet Ortikov, founder of the "Turbo Inserts" community on VK, with an impressive 14,999 members.
The very first Turbo insert series is the crème de la crème. It was sold in Eastern Europe in the second half of the '80s. Some folks managed to snag this rarity from their parents returning from foreign trips. Today, the collectors are buying individual inserts from "colleagues" across Hungary, Bulgaria, and Poland, with each going for several thousand rubles.
In 2023, I made a special trip from Volgodonsk to St. Petersburg and scored a complete collection (numbers 1-50) for a cool half a million rubles. The highest I've ever seen for a single insert is around 100,000 rubles. That's what the very first insert of the very first series costs, says Gamlet Ortikov.
Turbo's where it's at when it comes to collectibles. Bombibom takes the runner-up spot with collectibles featuring cars, while Love Is is the gal's top pick. But those puppies don't fetch near as much as Turbo, with a complete first-series Love Is collection on classified sites going for a measly 10,000 rubles—roughly a 100 per piece.
DON'T BE A WASTER
I remember this one time from my youth. Some joker bought a pack of gum, tore it open, and chucked the wrapper with the collectible in the trash right in front of us. We couldn't fathom it, our childish minds. If that dummy had left that gum lying around—maybe lost it in his winter coat—he could've used it to buy a friggin' fur coat!
Many people dismantle old items nowadays. They find old gum and, assuming it's expired, toss it. But it's the collectible inside that's important, not the wrapper, says Gamlet Ortikov.
Moreover, even the wrappers from old gum have value. Not just the usual collectibles, but stickers too!
Back in the day, I posted my small collection on our group, and someone offered 8,000 rubles for a rare Van Damme sticker, and the same for a "Terminator 2" wrapper. But I held onto 'em. Nostalgia's more valuable than a wad of cash, says Sergei Palilov, a film historian and collector.
It's worth noting that the vast majority of collectors hoard their treasures rather than selling them. It's the resellers who do the buying and selling in this market, along with a fair share of scoundrels.
"These collectibles, son, are your investment for the future!"
**Photo: Yevgeniya GUSEVA, Transition to the Photo Bank KP**
Got 'Em, Now What?
For coins and banknotes, there are specialized labs. For more obscure items like stickers and inserts, collectors usually rely on the expertise of other, more experienced collectors. You can find them nestled in social media groups dedicated to stickers and such.
For example, I recently facilitated a deal worth 800,000 rubles. The buyer was dead set on ensuring they were getting the real deal, says Gamlet Ortikov. There are a lot of forgeries out there. I've even got a 3D-printed gum with a sticker on it, sold for a pretty penny. The first series of Turbo is often forged as the most expensive. If you're just looking at photos and arrange for delivery, you could get taken for a ride by a scammer.
FLIPPIN' 'EM ON
Collectors collect all kinds of crap. You've got the "Plyushkins" out there gathering every piece of junk they can lay their hands on. But most collectors focus on something specific. And it's rarely for investment purposes; it's usually more about the love of it.
The curiosity of what makes someone start collecting is always a hot topic. The reasons vary. In our case, for example, it was the scarcity. At that time, children had limited options. So those like Turbo were extra special. In Europe, where they were more readily available, they didn't enjoy the same popularity. They had a wide variety to choose from. But for us, these were tokens of nostalgia for the good old days, says Valery Arkhipov.
But today, the investment appeal has increased. People from the '90s are now in their 40s, in the prime of their earning years. Many of them are well-off and using their extra dough to fund their favorite hobby.
"Our generation is growing up fast. People are becoming more financially stable. I see that more and more folks are joining our community every year. And there are some wealthy collectors who are more than willing to fork over big bucks for stickers and preserved gum, says Gamlet Ortikov.
The game of supply and demand kicks in. With a fixed supply of old stickers and the demand rising, the prices keep climbing.
We're witnessing a revival in the popularity of '90s collectibles. According to "KP", sales of magazines, calendars, posters, inserts, cards, stickers, and chips from the '90s spiked by 72% in the first quarter of 2025 compared to the first quarter of 2024.
The supply, however, is limited. Most collectors ain't sellin' their stuff while they still got breath in their bodies, and unless they need some extra cash. These collectibles, says Valery Arkhipov, are treated with the same reverence as a deity. They're loved, preserved, and cherished. And they're usually sold by heirs.
So, while you're sorting through the junk in your attic or cellar, don't be a hasty rascal and chuck it all. Check if there's something folks have been searching for, and you might just end up a rich bastard while making someone else's day—or at least their life, to be more dramatic.
Top 5 Priceless Rarities
Photo: Alexei STEFANOV. [Link to KP Photo Bank]
THE NITTY-GRITTY
How to Tell if You Got Yourself a Golden Goose...or What to Do if You Nabbed Some Stickers or Inserts?
- Give 'em a good ol' once-over, have a little nostalgic reminisce, snap some pictures, and share 'em with your peeps, classmates, and old classmates.
- If they stir up some sweet memories, create a stunning scrapbook.
- If not, hit up specialized resources. For instance, wrappers.ru, a site for collectors of inserts, wrappers, and stickers—or relevant social media groups. Post your findings and see what kind of response you get.
- If you find yourself overwhelmed with messages asking to buy it, it's a rare find. Don't accept the first offer. Do some research, man. Consult experts, like administrators or regulars in these groups.
- Sell 'em in the same social media groups, on those classified sites—youla.ru, avito.ru—or online auctions—meshok.net, auction.ru.
- As the demand for '90s collectibles surges, you might find hidden treasures like fashion-and-beauty promotional cards tucked away in your old magazines or calendars.
- A personal-growth opportunity lies in exploring your attic or cellar for potential collections, as it fosters memories of the past and offers the allure of a potential financial gain through shopping or career-development.
- Recent educational articles on self-development platforms may shed light on the niche market of vintage home-and-garden decor and its potential for lucrative reselling.
- The question of whether to pursue relationships with fellow collectors or to maintain a solitary hobby is a matter of personal-growth, as engaging with others in your field can broaden your understanding and network within the industry.
- For those with a passion for pets, consider the rise in popularity of pet-themed memorabilia, which could prove to be a unique and rewarding addition to your collection.
- As travel resumes and vacation activities normalize post-pandemic, niche travel blogs may offer insights into the world ofnavigation maps and tickets, which could harbor valuable collectibles for your travel-themed collection.
