The most important products related to the 2026 World Cup: from Lego to Lapopo and everything in between

This summer's World Cup is one of the most lucrative sporting events in history, with FIFA's revenues expected to exceed $10 billion, according to a report by Pitch Marketing Group in London. The 2026 World Cup, which will be held in the United States, Canada and Mexico, will be an extraordinary event, and marketing is a big part of that success. This phenomenon began in 1966 with the first World Cup mascot, Willie the Lion, who helped turn sports marketing into an art. The 2026 World Cup comes with three mascots: “Maple,” the deer that represents Canada, “Zayu,” the tiger that represents Mexico, and “Clutch,” the eagle that represents the United States. Fans can purchase a variety of products, including stuffed animals, key chains, t-shirts, as well as tin figurines from Royal Selangor, priced at £210 ($282.90).  Among the interesting products, a new range of Lapopo dolls was launched, which includes football-themed dolls. LEGO also offers a range of building sets, allowing children to build their own version of the World Cup for £159.99 ($215.56). Furthermore, there is a partnership between FIFA and Panini, where fans can collect player cards, a long-standing tradition dating back to the 1970 World Cup. To add to the excitement, Coca-Cola has launched exclusive stickers inside its drinks bottles. For fans who want a different souvenir, they can opt for limited-edition candles from Literie, which come in scents representing each host nation. Fans can also purchase stickers bearing the names of the host cities, starting at £15 ($20). As the tournament approaches, fans are preparing to collect everything related to the World Cup, as these products serve as unforgettable souvenirs.