Global soccer's governing body, FIFA, has entered into a collaborative agreement with toy giant Lego Group.
As has been unveiled today, Lego is launching its own version of the FIFA World Cup trophy, ahead of the draw for the 2026 edition of the men's national teams tournament, taking place on Friday in the US, where the World Cup will be held, alongside Mexico and Canada.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
FIFA has said the collaboration "aims to bring even more creativity and fun into the world of football for fans of all ages across the globe."
The Lego Editions FIFA World Cup Official Trophy is available for general pre-order now, and represents the first such 1:1 scale model of the World Cup trophy.
The full Lego World Cup trophy set, meanwhile, will go on sale next March.
Lego has said it will "continue to roll out products and experiences" throughout 2026, including through FIFA fan festival sites and special tournament events.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataRomy Gai, chief business officer at FIFA, has commented: "Lego is one of the world’s most loved and iconic brands, so joining forces with them to present football fans around the globe with the chance to build their very own version of sport’s most prestigious prize, the FIFA World Cup Trophy, provides perfect synergy."
The Lego Group's chief product and marketing officer, Julia Goldin, added: "This marks just the beginning of our collaboration, and we’re thrilled to unite families and fans around the world in celebrating football, the imagination, and one of the sport’s most legendary symbols in a whole new way.”
That group is also a partner of Formula 1 (F1), the iconic open-wheel motor racing series.
