Lego partners football icons for World Cup 2026 sets

Danish toy giant The Lego Group has announced a major expansion into the global sports market with a new football-themed collaboration featuring some of the world’s biggest soccer stars.

The company is launching exclusive Lego sets inspired by Vinicius Jr., Kylian Mbappe, Lionel Messi and Cristiano Ronaldo ahead of the 2026 FIFA World Cup, which will be hosted across the United States, Canada and Mexico.

As part of the launch, Lego has introduced seven unique sets. These include four letter-shaped designs representing each player, priced at $29, along with premium display models of Ronaldo and Messi priced at $79.

Additionally, Messi will feature in a special 1,427-piece 3D wall art set showcasing his iconic victory pose, retailing at $179. Each collection will also include mini-figures of the players, making the sets more accessible for younger fans and collectors alike.

Speaking about the collaboration, Messi highlighted the similarities between football and Lego play, emphasizing creativity, experimentation and learning through experience. He noted that the sets capture memorable moments from the pitch in a fun and imaginative format.

Meanwhile, Vinicius Jr., who plays for Real Madrid, expressed hope that the initiative would promote inclusivity and creativity among young fans worldwide. Reflecting on his childhood, he shared how playing with Lego helped shape his imagination despite limited resources.

Founded nearly a century ago, Lego continues to diversify its portfolio by tapping into global sporting events. The company has already seen success in motorsports, notably building fully functional Formula One cars for the Miami Grand Prix last year.

Looking ahead, Lego plans to roll out a broader football-themed programme tied to the 2026 World Cup, including immersive fan zone experiences aimed at engaging supporters around the world.