LEGO builds its own World Cup lineup of football heavyweights

The LEGO Group is tapping four of the world’s biggest football stars – Cristiano Ronaldo, Kylian Mbappé, Lionel Messi and Vini Jr. – for a new global campaign that turns football fandom into a buildable experience ahead of the FIFA World Cup 2026.

Under its new LEGO Editions platform, the brand is rolling out a slate of football-themed sets and fan activations designed to let kids, teens and families “build their dream team brick by brick” at home and in real life.

Campaign imagery released last week shows the four players together building the LEGO Editions FIFA World Cup official trophy set, which serves as the hero visual for the push and will be followed by further content with the quartet across LEGO channels in the coming months.

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A one-minute spot brings the concept to life, opening with Ronaldo piecing together the trophy set at a table. The camera then pans to Vini Jr., who is studying the LEGO manual before placing a brick on the build. Mbappé steps in next, grabbing the manual from his clubmate, spinning the trophy towards himself and adding his own piece to the structure.

The scene cuts to Messi, who spins around in his chair holding up a small figurine of himself, prompting the others to do the same. As the table spins, the four legends try to place their LEGO pieces onto the rotating trophy set, underscoring the idea that each of them contributes a piece to the final build.

The motion then comes to an abrupt stop and the perspective shifts to a young boy opening the trophy set, revealing a miniature version of himself holding a LEGO trophy. The film closes on the line “everyone wants a piece”, tying together the idea that both global stars and everyday fans can claim their place in the game.

The football initiative is part of a wider programme that positions the game as a source of play, creativity and connection for young fans and their families, with LEGO bringing the experience into pop-up fan zones around the world.

On the ground, activities such as "LEGO wall of fame" invite participants to design their own LEGO jerseys, while "LEGO brick kickers" turns kids into players in a fast-paced multiplayer game where they kick footballs at a giant digital LEGO wall to smash bricks, unlock FIFA World Cup surprises and earn captain rewards.

Anchoring the campaign is a full LEGO Editions line-up that turns football icons and key moments into collectible display pieces. For builders aged 10 and up, the "Football highlights" range captures what the brand calls a “cinematic snapshot” of each player, built on distinctive letter-shaped bases that feature national colours, jersey numbers and a collectible plaque, alongside a minifigure of the featured star.

The LEGO Editions "Cristiano Ronaldo – Football highlights" set is built on an R-shaped base in Portugal’s colours and comprises 490 pieces, with hidden easter eggs tracing CR7’s journey, including a Ronaldo minifigure and plaque.

Speed and French flair are the focus for the 490-piece LEGO Editions "Kylian Mbappé – Football highlights" set, which sits on an M-shaped base in France’s colours with his number 10, and includes a Mbappé minifigure, collectible plaque and details nodding to his rise and playing style.

The LEGO Editions "Lionel Messi – Football highlights" set offers 500 pieces on an M-shaped base in Argentina’s colours, featuring a prominent 10, a Messi minifigure and a revolving scene packed with easter eggs linked to his background and career.

Completing the squad, the 510-piece LEGO Editions "Vini Jr. – Football highlights" set brings what the brand describes as “a burst of Brazilian energy” with a V-shaped base in Brazil’s colours, a Vini Jr. minifigure in a goal-scoring pose, a collectible plaque and references to his journey on the pitch.

Beyond snapshots, LEGO is also targeting older fans and display collectors with larger builds. The LEGO Editions "Lionel Messi – Celebration" set, available for pre-order and aimed at ages 14 and above, is a 1,427-piece 3D wall art display showcasing Messi in his signature victory pose, pointing to the sky in his iconic number 10 striped jersey.

The build is designed as a statement piece and is filled with easter eggs that nod to key moments in his life and career. Two “Football legend” sets further expand the range for builders aged 10 and up, offering display-scale figures that can be posed in different ways.

The LEGO Editions "Cristiano Ronaldo – Football legend" set, made up of 854 pieces, lets fans choose between Ronaldo’s “Siuuu” celebration pose or his bicycle kick, and includes a larger CR7 backdrop, a printed plaque and a new co-moulded face and football element.

The LEGO Editions "Lionel Messi – Football legend" set comprises 958 elements and can be built either in Messi’s skyward-pointing celebration after scoring or in a dynamic running pose that recreates him dribbling across the field, with a large number 10, "MESSI" lettering, a printed name plaque and a new football element rounding out the design.

Positioned as more than a single product line, LEGO Editions is being framed as a new platform to connect young people with their icons and passions, offering playful, collectible sets that fans can proudly display.

Football, with the World Cup on the horizon and global interest at a peak, is one of its first major pillars, giving LEGO a route deeper into sports culture while staying anchored in creativity and play.

The LEGO Editions FIFA World Cup official trophy set featured in the campaign imagery is available on the brand's website, in LEGO branded stores and through selected retailers worldwide, with additional football-focused content and activations set to roll out across the brand’s channels in the coming months.

“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,' said Julia Goldin, chief marketing and product officer at the LEGO Group.

She added, "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.”

The four players also lent their voices to the launch, describing the sets as a way to blend football with creativity and replay iconic on-pitch moments in brick form. Ronaldo called it an honour to be immortalised in LEGO alongside “three other incredible players”, while Mbappé framed his set as a way to share his journey and inspire young people to “build their own path”.

Messi drew parallels between football and LEGO play as acts of building, rebuilding and learning from mistakes, and Vini Jr. highlighted how his model captures his style and the energy of the game, encouraging fans to build their own football dreams.

The tie-up comes as more global brands lean into football ahead of the next World Cup cycle. Lenovo recently unveiled a global partnership with David Beckham as it deepens its push into football and AI-led innovation, with the former England captain set to help drive sports-focused, AI-driven solutions that improve team performance, enhance fan experiences and streamline operations across the football ecosystem.

The deal builds on Lenovo’s role as official technology partner of the FIFA World Cup 2026 and FIFA Women’s World Cup 2027, and will see Beckham front a global marketing campaign launching in May, a month before the tournament kicks off.

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