The LEGO Group is building its way into the global football conversation ahead of the FIFA World Cup 2026 with a new campaign that brings together Cristiano Ronaldo, Lionel Messi, Kylian Mbappé and Vinícius Júnior as collectible minifigures, turning some of the game’s most recognisable figures into buildable icons.
Developed by Our LEGO Agency in collaboration with Wieden+Kennedy Amsterdam, the global platform “Everyone wants a piece” reframes football fandom through the lens of play, positioning LEGO not just as a toy but as a cultural entry point into the sport. A hero film directed by Dan French through Stink Films anchors the launch, showing the four players assembling a brick-built version of the World Cup trophy, setting the tone for a broader ecosystem that merges storytelling, collectability and retail.
At the core of the campaign is the new LEGO Editions product line, designed as both display objects and narrative artefacts. Each set translates the identity of the player into a physical build, using letter-shaped structures, national colours, jersey numbers and hidden details that reference defining moments from their careers. The approach moves beyond simple likeness, turning each build into a layered storytelling device that rewards deeper fan engagement.
This product strategy is complemented by a wider experiential rollout. Pop-up activations across key markets will feature interactive formats such as design stations where fans can create their own LEGO jerseys, alongside digital-physical hybrids like multiplayer football games that translate real-world play into LEGO environments. These touchpoints extend the campaign beyond retail, positioning LEGO as a facilitator of participation rather than just purchase.
The initiative also marks the introduction of LEGO Editions as a long-term platform aimed at connecting younger audiences with cultural icons through themed builds. Football serves as the first major vertical, functioning as a test case for how sport, entertainment and physical play can intersect in a retail and content ecosystem.
From a brand perspective, the campaign taps into a familiar tension within football culture. Everyone claims a sense of ownership over the game, its players and its moments. By literalising that idea through buildable pieces, LEGO turns fandom into something tangible, collectable and customisable. The strategy aligns with a broader shift in marketing where brands move from broadcasting narratives to enabling participation, particularly among younger audiences who engage with culture through creation as much as consumption.
“With these new sets we’re bringing the thrill of football to life in a way that allows fans to build, create and celebrate,” said Julia Goldin, Chief Marketing and Product Officer at the LEGO Group. “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.”
