Lego has launched a new football-themed collection featuring global soccer stars Cristiano Ronaldo, Lionel Messi, Kylian Mbappé, and Vinícius Jr. ahead of the FIFA World Cup 2026 set to begin on June 11 across the US, Canada, and Mexico, according to The National and Mashable. The collection includes collectible mini-figures and intricate builds inspired by the players' careers and national team colors.
The launch is supported by a viral advertising campaign titled "Everyone Wants a Piece," where the four athletes compete to claim a brick-built World Cup trophy, but ultimately none succeed, Euronews and Fox Sports report. The commercial spotlights the unity and global appeal of the sport by featuring these top players together, a rare collaborative effort notable for overcoming typical sports rivalries.
This move marks an expansion of Lego's sports-related offerings following its successful partnership with Formula One, aiming to position Lego as a lifestyle brand that blends artistic display with sporting excellence, reports The National. Lego targets a broad demographic including collectors and football fans by emphasizing cultural relevance over traditional toy boundaries.
In addition to collectible sets priced up to $4,299, the campaign accompanies a global partnership with FIFA, distinguishing Lego from major sportswear brands like Nike, Adidas, and Puma—who have been unable to unite these rival athletes in a single campaign, according to Expansion MX. The partnership blends entertainment, nostalgia, and pop culture with football fandom.
Pre-orders for the World Cup sets are now open, with fans and collectors worldwide watching closely as the 2026 tournament approaches. How the collection and campaign influence global fan engagement and Lego’s position in the sports merchandise market will be key points to observe in the coming months.
Lionel Messi
Cristiano Ronaldo
Kylian Mbappe
Vinicius Jr
Lego
