Lego launches football campaign featuring Messi, Ronaldo, Mbappe, and Vinicius

In anticipation of the 2026 FIFA World Cup in the United States, Lego has launched a new campaign titled 'Everyone Wants a Piece'. The advertisement features football stars Cristiano Ronaldo, Lionel Messi, Kylian Mbappe, and Vinicius Junior, who appear together in a video attempting to place their custom Lego figures on top of a brick-built World Cup trophy. The clip concludes with a child successfully placing their figure on the trophy, symbolizing the next generation. Lionel Messi shared the video on Instagram, which accumulated 17 million likes and 180 million views within one day. The product line includes 'Football Legend' sets featuring Ronaldo and Messi, with prices ranging from 29.99 euros for individual figures to 199.99 euros for the larger 1,427-piece 'Lionel Messi Celebration' set. Specifically, the Ronaldo set contains 854 pieces, while the Messi set contains 958 pieces, both offering different poses and configurations. This project follows a similar 2022 collaboration between Messi and Ronaldo for Louis Vuitton.