The LEGO Group has teamed up with Cristiano Ronaldo, Lionel Messi, Kylian Mbappé and Vini Jr. to celebrate the 2026 FIFA World Cup.
With the World Cups kicking off very shortly and football fever at an all-time high, fans can now build their treasured players through a brand-new lineup of LEGO Editions sets featuring these four pitch legends.
The new sets invite fans to build, display and celebrate their passion for the sport at home while paying tribute to the creativity, unique flair and signature style of each player, complete with hidden easter eggs for true fans to discover. Our LEGO Agency (OLA) was the lead creative agency in this campaign
The announcement is part of the LEGO Group’s wider football programme where it will celebrate the game as a source of play, creativity and connection for young fans and families worldwide.
“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,” commented Cristiano Ronaldo.
“With these new sets we’re bringing the thrill of football to life in a way that allows fans to build, create and celebrate. 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. We know everyone wants a piece of the celebration and we can’t wait for fans to experience the joy of building their favourite football icon and share their passion for the game with creativity and pride,” said Julia Goldin, chief marketing and product officer at the LEGO Group.
The LEGO Group also revealed an exclusive image of the four players building the LEGO Editions FIFA World Cup Official Trophy set, available for purchase on LEGO.com, in LEGO branded stores and selected retailers worldwide.
“Similar 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’m thrilled for fans to explore the magic of football through these sets and together celebrate the sport we all love,” said Lionel Messi.
Pop-up fan zone experiences will bring LEGO play to communities worldwide through activities such as LEGO Wall of Fame, which invites participants to design their own LEGO jerseys, and LEGO Brick Kickers, a fast-paced multiplayer game where kids kick footballs at a giant digital LEGO wall, smashing bricks to score points, unlock FIFA World Cup surprises and earn captain rewards.
LEGO Editions is a new platform that will connect young people with their icons and passions, creating a space to celebrate achievements and talent. It will include playful, collectible sets that fans can proudly display.
Fans should stay tuned for further exciting content featuring the four football icons on LEGO channels in the coming months. Kylian Mbappé and Vini Jr. also shared their reflections and excitement about their unique LEGO models, allowing them to replay memorable moments from their careers.
“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. It’s 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’s a true victory,” said Mbappé.
“Football is all about passion and creativity, and seeing my style captured in LEGO bricks is truly exciting. 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,” added Vini Jr.
Credits:
Client: The LEGO Group
Agency: Our LEGO Agency (OLA)
SVP and Head of Agency: Nicole Taylor
Global VP Creative: Carlo Cavallone
Global Creative Lead: Andy Grant
Global Creative team: Haylie Craig, Dhiviah Arumugan, Anders Stake.
Global Business Lead: Costas Syrmos
Sr. Global Business Partners: Emily Earle, Lino Fortes
Global Communication Strategist: Ben Aves
Sr. Global Project Manager: Kenneth Sanchez
Global Project Managers: Jack Youern, Stephanie Foyer
Sr. Lead Producer: Elaine Lee,
Producers: Melanie Nogueira, David Lukunku
Global Product Marketing Development Team: Federico Begher, Lucas Reynoso Vizcaino, Giorgio Cavalli, Alexandra Dragomi
