Lego to continue sports expansion with soccer players

Danish toymaker Lego will continue its expansion into the sports market this year with a collaboration with four of the world’s most famous soccer players.

Sets celebrating Vinicius Jr., Kylian Mbappe, Lionel Messi and Cristiano Ronaldo will be made available ahead of the 2026 World Cup in the United States, Canada and Mexico.

In total, seven sets have been made, four featuring letter-shaped designs representing each footballer, which cost $29, as well as display models of Ronaldo and Messi ($79).

World Cup winner Messi also has his own 1,427-piece of 3D wall art which will feature him in his signature victory pose ($179), while each player will also have his own mini-figure available with the cheaper sets.

"Similar to football, LEGO play is all about building and rebuilding, trying new things, learning from mistakes and celebrating successes," said Messi. "I love how these LEGO sets bring my pitch moments to life in a fun and imaginative way."

Real Madrid's Vinicius Jr. said he hoped the project would help promote his passion for inclusivity.

"It doesn't matter where you're from or what language you speak, people connect through creativity and that's really powerful," he said.

"I didn't have much growing up, but I used to play with LEGO at school, for example. Like a lot of kids, I loved building things, creating my own world, using my imagination. That’s something that stays with you, even as you get older.”

Lego, founded nearly 100 years ago and still privately owned, is betting big on the World Cup, having launched a replica trophy set in March.

It has already had success in the motor sport market, and last year its designers built 10 functioning Formula One cars for the Miami Grand Prix.

Julia Goldin, Lego's Chief Marketing and Product Officer, said there would be a wider football programme to coincide with the World Cup, including fan zone experiences.