The LEGO Group, the Danish global toy manufacturer recognised worldwide for its brick-building systems, has partnered with FIFA, the world governing body for football, to launch an official buildable version of the FIFA World Cup Trophy.
The collaboration introduces a new consumer collectible into football’s commercial landscape, giving supporters a hands-on way to celebrate the sport’s most recognisable symbol.
Under the agreement, the LEGO Group holds the licensing rights to produce an authentic brick-built model of the FIFA World Cup Trophy. The set stands 22 centimetres tall, contains 401 pieces and replicates the trophy’s signature gold finish and sweeping silhouette. A dedicated display base elevates the product from toy to collectible, aimed squarely at global football fans and adult builders.
The launch fits neatly into FIFA’s strategy to expand the World Cup’s merchandising footprint through premium lifestyle products. For LEGO, it strengthens the company’s push into adult collector categories across sport, entertainment and culture, where fan engagement is proving commercially powerful.
Commenting on the occasion, Romy Gai, FIFA’s Chief Business Officer, said, “We’re delighted to announce this groundbreaking collaboration with the LEGO Group. 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. It is the first time that FIFA and the LEGO Group have teamed up on such a project, and with the biggest, best and most inclusive FIFA World Cup fast approaching, we hope that fans take this opportunity to embrace the spirit of the global game’s greatest event and bring a little piece of the party into their homes to keep forever.”
Julia Goldin, the Chief Product & Marketing Officer at the LEGO Group, added, “The LEGO brand has always celebrated the power of creativity, inspiring people of all ages to connect through the joy of building and play. Collaborating with FIFA for the FIFA World Cup 2026 represents an incredible opportunity to honour the world’s most iconic tournament and the global passion it ignites. The FIFA World Cup Trophy stands as a universal symbol of achievement and unity, and now, through the creativity of the LEGO brick, fans everywhere can experience the excitement of it – piece by piece – in true LEGO style. 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.”
For FIFA, the partnership adds another high-visibility consumer product to its growing intellectual property portfolio. For LEGO, it provides a direct route into one of the most emotionally charged and commercially valuable fanbases, at a moment when anticipation for the FIFA World Cup 2026 in the USA, Canada and Mexico is accelerating. The timing positions both brands to benefit from the tournament’s projected surge in global spending and fan engagement.
FIFA has been widening its merchandise categories through partnerships in apparel, collectibles, gaming and lifestyle products, including deals with companies such as Panini and various fashion and tech brands. LEGO’s arrival strengthens this push to expand World Cup touchpoints beyond the tournament window and into year-round fandom.
Throughout 2026, the LEGO Group will continue releasing new football-themed products and activations across FIFA Fan Festival sites and other tournament events. The rollout mirrors the company’s broader strategy in sport, including its partnership with Formula 1 and its upcoming LEGO Racing entry in the F1 Academy from 2026, both aimed at attracting younger audiences and deepening fan participation.
On the pitch, qualification for the expanded 48-team 2026 FIFA World Cup is underway, with national teams navigating dense international schedules. The next major event on FIFA’s calendar is the FIFA Club World Cup 2026 in the United States, which will act as a commercial and operational test ahead of the 2026 tournament.
This LEGO partnership taps into football’s global emotion while adding a new revenue stream that blends nostalgia, creativity and sport. It is a smart commercial play for both brands as the countdown to 2026 intensifies.
