LEGO teams with Ronaldo Messi Mbappé and Vini Jr for FIFA World Cup 2026 push

The LEGO Group is partnering with Cristiano Ronaldo, Kylian Mbappé, Lionel Messi and Vini Jr. on a football-led campaign ahead of the FIFA World Cup 2026, positioning the collaboration as a family and youth play moment built around four of the sport’s biggest modern names.The company said the players will appear in LEGO minifigure form for the first time, supported by exclusive content and a wider set of in-market celebrations aimed at driving engagement in the run-up to the tournament.Cristiano Ronaldo said: “It’s not every day you get to be transformed into a LEGO set! I’m incredibly honoured to be part of this new lineup of LEGO Editions, alongside three other incredible players in the sport. I’m looking forward to seeing fans from all over the world discover my story and sporting heritage by building this LEGO set, blending football and creativity.”Kylian Mbappé positioned the collaboration as a youth-facing storytelling play tied to ambition and self-belief. Mbappé said: “Football has taught me to dream big and to constantly push my limits. This LEGO set tells part of my story, but above all it captures the energy and creativity that make this sport so special.”He added: “If it can inspire young people to believe in their ambitions, build their own path, and enjoy creating along the way, then that’s a true victory.”Lionel Messi linked the brand’s play pattern to elite sport habits, including iteration and learning. Messi said: “Similar to football, LEGO play is all about building and rebuilding, trying new things, learning from mistakes and celebrating successes.”He added: “I love how these LEGO sets bring my on-pitch moments to life in a fun and imaginative way. I'm thrilled for fans to explore the magic of football through these sets and together celebrate the sport we all love.”Vini Jr. leaned into creativity as the shared theme. Vini Jr. said: “Football is all about passion and creativity, and seeing my style captured in LEGO bricks is truly exciting.”He added: “Just like on the field, these sets allow fans to explore new moves and celebrate the energy of the game. I hope they inspire everyone to build their own football dreams.”Julia Goldin, the LEGO Group’s chief marketing and product officer, said the programme is designed to connect football fandom with building and family play. Goldin said: “With these new sets we’re bringing the thrill of football to life in a way that allows fans to build, create and celebrate.”Goldin added: “We wanted to capture the essence of some of today’s greatest football players, and honour what makes them special, sparking imagination and excitement in kids and families worldwide.”The launch is also backed by pop-up LEGO play experiences in multiple markets, with LEGO planning football-themed fan activations alongside digital content featuring the four players in the coming months.