Danish toymaker Lego expands its sports market reach with soccer legend collections featuring Vinicius Jr., Kylian Mbappé, Lionel Messi and Cristiano Ronaldo. The sets launch ahead of the 2026 World Cup in the United States, Canada and Mexico.
Seven distinct sets include four letter-shaped designs representing each player priced at $29, plus display models of Ronaldo and Messi for $79. Messi's collection features a premium 1,427-piece 3D wall art showing his signature victory pose at $179.
Each player receives their own mini-figure in the standard sets. Messi noted the connection between football and Lego's building philosophy of "trying new things, learning from mistakes and celebrating successes."
Vinicius Jr. emphasized the project's focus on inclusivity, stating "people connect through creativity" regardless of background. The Brazilian star recalled playing with Lego during childhood despite limited resources.
Lego's Chief Marketing Officer Julia Goldin announced broader World Cup programming including fan zone experiences. The company follows previous success in motorsports, having created functional Formula One cars for the Miami Grand Prix.