A collective gasp. Absolute disbelief, followed by a rush of unprecedented joy. That’s what LEGO’s seminal FIFA World Cup 2026 campaign ‘Everyone Wants A Piece’, unleashed on social media and the Internet when it was released last month. Imagine Cristiano Ronaldo and Lionel Messi in the same frame. If that’s not historic enough, joining them were two of the biggest stars of the next generation, Vinícius Júnior and Kylian Mbappé. Absolute cinema and too good to be true. It garnered millions of views on Instagram within seconds, and the fans couldn’t keep calm. The countdown to the biggest carnival on earth began on a thunderous note.
What made the campaign even more enjoyable was the element of fun, a hint at an epic rivalry that has kept generations hooked, and the ease with which the superstar footballers played out their roles. You could watch it on a loop.
Over the days, LEGO has released behind-the-scenes shots that have only enhanced the appeal of the campaign, which will surely go down as one of the most cherished campaigns in the football annals.
“At heart, this collaboration is designed to celebrate football as a powerful force for play, creativity and connection, bringing young fans and families around the world closer to the game through LEGO® play. The idea came from the LEGO Group’s in-house creative team, Our LEGO® Agency (OLA). The starting point was simple but ambitious — bring together some of the world’s greatest footballers to build the LEGO FIFA™ World Cup Trophy. ‘Everyone Wants a Piece’ naturally followed. It captures both the spirit of football fandom and the universal appeal of LEGO play in a single, playful line,” Cedric Roose, general manager, India and emerging Asia at the LEGO Group, told t2.
We asked Cedric how the cast was selected. “The cast was curated to feature four superstars of global football: Cristiano Ronaldo, Lionel Messi, Kylian Mbappé, and Vinícius Júnior. They are global icons of the game — among the most followed and most influential figures in football today. Their selection was driven by a combination of global reach and how strongly they resonate with audiences worldwide. These athletes continue to inspire generations of football fans, and we are proud to partner with them on these exciting new LEGO sets,” he said.
Cedric shared that the response had been “overwhelmingly positive.” What was the most interesting feedback? “The campaign has resonated strongly with families, bringing together both younger and older generations through a shared love for football and the magic of LEGO play. Beyond the excitement of seeing these global icons together, what has been particularly interesting is how audiences have connected with the creative interpretation of football through LEGO play. It has sparked nostalgia among long-time fans while introducing younger audiences to the game in a playful and imaginative way, creating meaningful moments of connection across generations,” he said.
Dan French of Stink Films directed the film in close collaboration with OLA.
Coming to the LEGO sets, Cedric said the vision from the outset was to “create a range of sets that go beyond collectibles, designed as tributes to some of football’s most iconic players and moments”. The design process began in late 2024 and involved extensive research into each player’s career milestones, personal journeys, and cultural significance, “ensuring these insights translated into meaningful details, hidden Easter eggs, and storytelling elements within the final builds”.
“Throughout the design process, our teams prioritised authenticity and precision, from Messi’s tattoos to ensuring each player is depicted kicking with their correct dominant foot. The result is a cohesive collection that balances authenticity with creativity, delivering not just visually striking models but immersive building experiences that celebrate football through play,” he said.
We asked what pulling this off must have meant for Team LEGO. “This campaign represents one of several milestones for the LEGO Group, reflecting an ongoing effort to bring together sport, culture, and creativity through play. It builds on the Group’s continued exploration of how global moments like the FIFA™ World Cup can be reimagined in more interactive and imaginative ways for fans and families.
“The sets were created to be instantly recognisable and engaging for the fans to create an immersive building experience. So, for the design teams, many of whom are deeply passionate about the sport, the opportunity to translate the journeys and identities of players they have long admired in the form of LEGO sets made the process especially meaningful. It was as much about creative interpretation as it was about authenticity and storytelling,” he said.
To be associated with the FIFA World Cup “represents a celebration of global unity through play”, for LEGO. “The FIFA World Cup 2026™ is not only the world’s biggest sporting event, but also a shared cultural moment that transcends geography and language. It is an opportunity to bring a playful dimension to one of the world’s most followed sporting events, engaging fans globally and allowing them to experience the tournament more creatively and interactively,” he shared.
Matches start on June 11 with 48 teams gunning for a place in football folklore.
Let’s play!
