ShanghaiJune 17, 2026 /PRNewswire/ — As the 2026 FIFA World Cup kicks off with passion, LEGO Group, an official partner of FIFA World Cup 2026™, is creating “Get In The Game” football zones around the world. This initiative integrates the LEGO® play experience into the World Cup atmosphere, allowing more families and fans to unleash their creativity through interaction, sharing the dual joy of football and building.
In China, LEGO Group is hosting the “Get In The Game: LEGO® World Cup Creative Pitch” pop-up event at Shanghai West Bund Dream Center from June 11 to June 28, 2026. This event offers an immersive and engaging interactive experience for consumers and fans of all ages. The 170-square-meter “LEGO Creative Pitch” allows visitors not only to experience the charm of football up close but also to embrace the spirit of play championed by the LEGO brand through creative building — “With you on board, it’s a true World Cup.”
Giant FIFA World Cup Trophy: At the center of the creative pitch stands a 3.1-meter-tall 3D LEGO model of the FIFA World Cup Trophy. Inspired by the LEGO® Editions FIFA World Cup™ Trophy set, it is built from over 200,000 LEGO bricks and took 1,200 hours to complete, making it the most iconic visual highlight of the event. The public can take photos here and generate personalized World Cup-themed commemorative posters, capturing their own “trophy-lifting” moment.
The giant 3D FIFA World Cup Trophy model serves as a perfect photo spot, inviting consumers to unlock creative “trophy-lifting” moments
Four Star Player Minifigures: Inspired by the on-field highlights of Mbappé, Messi, Ronaldo, and Vinícius Jr., these minifigures vividly recreate the iconic moments of these four football legends using LEGO bricks. Fans can take photos with their favorite player minifigures, paying tribute to the legends of the pitch, while also appreciating the meticulous detail in the minifigures’ expressions, poses, and game highlights.
The player minifigures vividly recreate the on-field brilliance of four football legends
LEGO Wall of Glory: This is an interactive installation that can be continuously expanded, allowing every participant to leave their mark on this football celebration — by designing their own LEGO jersey with LEGO bricks and joining the global collaborative creation. The site is equipped with a rich variety of bricks, encouraging everyone to decorate their jersey creations with different colors and details, showcasing their unique expressions of passion.
Fans can creatively build their own jerseys and join this World Cup celebration
FIFA Co-branded Product “Collection”: Nearly ten new LEGO® Editions sets launched for FIFA World Cup 2026™ are showcased together, including the LEGO® Editions FIFA World Cup™ Trophy, “Iconic Goal Moments” series sets, and “Football Legends” series sets. These products vividly capture the charm of football with rich details and pay tribute to four legendary football stars. From the meticulous recreation of on-field highlights to the build quality and completeness displayed in the finished models, consumers can intuitively appreciate the creative expression and sense of accomplishment that LEGO bricks offer, inspiring them to start building and create their own World Cup memories.
Additionally, the LEGO® Builder app provides 3D digital building instructions, adding more fun to the building experience. With “Build Solo” and “Build Together” modes covering over 700 LEGO sets, family and friends can build side by side and share joy even while watching football matches.
LEGO Group will inject more fun into FIFA World Cup 2026™, bringing fans more surprises and opportunities to participate, both offline and online.
LEGO® Editions is a new theme series launched by the LEGO brand, designed to bring young people closer to their favorite idols and beloved things, paying tribute to outstanding talent and remarkable achievements through exclusive building. The sets in this theme series balance fun building experiences with collectible value, allowing fans to display them freely and proudly.