Collectible machine-readable codes

This disclosure relates to technology that provides dynamically configurable access to customized digital content associated with a machine-readable label ("MRL"). A MRL may be designed, printed and distributed to viewers. After distribution, the MRL may be collected by an owner who activates the collectible MRL and associates the MRL with customized content. At a time they are generated, a collectible MRL may be associated with a default scan destination. The default scan destination may be encoded in a data zone of the collectible MRL. The information encoded in a data zone of the collectible MRL may not be changeable after the MRL is distributed or fixed in tangible form. The disclosed technology provides apparatus and methods for customizing content associated with a MRL even after the MRL has been fixed in tangible form.