Danish toy manufacturer Lego is set to broaden its presence in the sports sector this year through a collaboration featuring four of the globe’s most renowned soccer players. Ahead of the 2026 World Cup, which will be hosted by the United States, Canada, and Mexico, Lego will release sets celebrating Vinicius Jr., Kylian Mbappe, Lionel Messi, and Cristiano Ronaldo.
The collection comprises seven sets in total. Four of these feature letter-shaped designs symbolizing each footballer, priced at $29. Additionally, display models of Ronaldo and Messi will be available for $79. Notably, World Cup winner Messi will also have a 1,427-piece 3D wall art set showcasing him in his iconic victory pose, retailing at $179. Each player will be represented by a mini-figure included with the more affordable sets.
Messi expressed enthusiasm about the project, highlighting the parallels between football and Lego play, both centered on building, experimenting, learning from errors, and celebrating achievements. He remarked on how the Lego sets creatively bring his memorable moments on the pitch to life in an engaging way.
Vinicius Jr. of Real Madrid emphasized the initiative’s potential to promote inclusivity. He noted that creativity connects people regardless of their background or language. Reflecting on his childhood, he shared that although he had limited resources growing up, he enjoyed playing with Lego at school, which fueled his imagination and love for building—an experience that remains meaningful into adulthood.
Founded nearly a century ago and still privately held, Lego is making a significant investment in the World Cup. Earlier this year, it launched a replica of the tournament trophy. The company has already seen success in the motorsport arena, having created ten functional Formula One cars for the Miami Grand Prix last year.
Julia Goldin, Lego’s Chief Marketing and Product Officer, revealed plans for a broader football-themed program to coincide with the World Cup, which will include fan zone experiences designed to engage supporters and enhance the event atmosphere.
