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<\/p>\nThe Lego Group is going all-in on football ahead of the Fifa World Cup 2026, teaming up with Cristiano Ronaldo, Kylian Mbapp\u00e9, Lionel Messi and Vin\u00edcius J\u00fanior for a global campaign built around fandom, creativity and collectability.\u00a0<\/p>\n
The push centers on a new line of Lego Editions products, with the four players reimagined as Lego minifigures, each set telling their personal story through buildable moments and hidden fan \u2018easter eggs.\u2019\u00a0<\/p>\n
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Supported by exclusive content featuring the players assembling a brick-built World Cup trophy, more content is primed to run across Lego channels in the coming months leading up to the tournament.<\/p>\n
\u201cThis campaign marked Our Lego Agency\u2019s first step in bringing to life an exciting collaboration with some of the world\u2019s greatest football players, set against the backdrop of the Fifa World Cup. Our idea, \u2018Everyone Wants a Piece,\u2019 taps into the competitive spirit the tournament inspires, something both fans and these iconic athletes share,\u201d explained Carlo Cavallone, vice-president and chief creative officer at Our Lego Agency.<\/p>\n
\u201cThrough playful storytelling, we celebrated not just the trophy, but the personalities of the players themselves and their incredible football legacy. It was incredible to see how much they embraced the experience, genuinely enjoying building with Lego bricks. Working closely with Wieden+Kennedy Amsterdam, we combined our expertise in play with their deep sports knowledge to create something truly special.\u201d<\/p>\n
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The range expands with larger-scale Football Legend builds for Ronaldo and Messi, offering multiple pose options and more advanced construction.<\/p>\n
\n Want to go deeper? Ask The Drum<\/p>\n
Ronaldo said: \u201cIt\u2019s not every day you get to be transformed into a Lego set! I\u2019m incredibly honored to be part of this new lineup of Lego Editions, alongside three other incredible players in the sport. I\u2019m 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.\u201d<\/p>\n
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The campaign will also extend beyond product into content and experience. Hero videos featuring all four players anchor the rollout, while global pop-up activations bring the sets into physical spaces.\u00a0<\/p>\n
These include interactive formats like building personalized kits and gameplay experiences designed to connect Lego play with football culture during the tournament window.<\/p>\n
Mbapp\u00e9 said: \u201cFootball 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. It\u2019s a fun way to share my journey and my passion. If it can inspire young people to believe in their ambitions, build their own path, and enjoy creating along the way, then that\u2019s a true victory.\u201d<\/p>\n
A premium Messi wall art set for pre-order as of today, April 2. It pushes into older audiences. The 1,427-element set for ages 14+ is a striking piece of 3D wall art featuring Messi in his signature victory pose, pointing toward the sky. The display highlights his iconic Number 10 striped jersey and is packed with Easter eggs that nod to his life and career.<\/p>\n
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Messi added: \u201cSimilar to football, Lego Play is all about building and rebuilding, trying new things, learning from mistakes and celebrating successes. I love how these Lego sets bring my on-pitch moments to life in a fun and imaginative way. I\u2019m thrilled for fans to explore the magic of football through these sets and together celebrate the sport we all love.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The Lego Group is going all-in on football ahead of the Fifa World Cup 2026, teaming up with…\n","protected":false},"author":2,"featured_media":56200,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[6050],"tags":[4675,7483,16873,9585,4248,6051,2807],"class_list":["post-56199","post","type-post","status-publish","format-standard","has-post-thumbnail","category-lego","tag-brand","tag-creative","tag-creative-work","tag-fifa-world-cup","tag-lego","tag-lego-group","tag-sport"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/116358870889041320","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/56199","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=56199"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/56199\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/56200"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=56199"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=56199"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=56199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}