Lego has rolled out a campaign, 'Everyone Wants a Piece' featuring footballers Cristiano Ronaldo, Kylian Mbappé, Lionel Messi and Vinícius Jr. to spotlight its Lego editions range ahead of the FIFA World Cup 2026.

This marks the first time these global football stars are immortalised as official minifigures in collectable sets that celebrate their on-pitch legacies through creative builds.

The campaign comprises an ad film.

The film shows the players assembling a Lego-built replica of the World Cup trophy, seated around a revolving table as they competitively piece it together while sneaking glances at the manual. Once complete, they each pull out their own Lego minifigures and try to claim a spot atop the trophy, only to be outplayed by a young boy who steps in and places his own figure first.

What we think about it: The film smartly leans into the star power of Cristiano Ronaldo, Lionel Messi, Kylian Mbappé and Vinícius Jr, blending the fandoms of football and Lego into a playful, universally appealing crossover. While the storytelling stays simple, its light, competitive tone and visual charm make it an engaging, crowd-pleasing watch that fits neatly into the FIFA World Cup 2026 build-up.

The campaign was released on 4 April on Instagram and YouTube.