LEGO Group launches FIFA World Cup 2026-themed football activations in Singapore

The experience features several activity zones, including a LEGO jersey-building Wall of Fame, a Brick Dribble obstacle course, a Robo Striker Arena using a LEGO-built robotic vehicle, and a Photo Goals area featuring football-themed backdrops with player-inspired installations.

Beyond the pop-up, the campaign extends into retail with in-store activations and product tie-ins across participating outlets. The new LEGO Editions football sets continue the theme, highlighting football icons and key symbols of the tournament through collectible builds.

Additional activities include LEGO Goal Rush, a tabletop football challenge running on selected weekends until 19 July at LEGO Certified Stores, and a Make and Take programme available until 30 July at selected stores and Toys ‘R’ Us outlets, where customers can assemble football-themed mini builds.

The wider campaign also includes retail promotions and gift-with-purchase offers at selected stores and the Compass One pop-up until 21 June, as the brand expands its seasonal football-themed activations across Singapore.

Nina Patricia Da Costa, General Manager, Singapore, Malaysia, Travel Retail APAC, the LEGO Group, said, “With the FIFA World Cup 2026 just around the corner, football excitement is reaching fever pitch, especially among young fans who are experiencing the tournament in their formative years, as well as families and fans of all ages coming together to share in the moment.”

She added, “This season, we’re inviting fans in Singapore to go beyond watching the game to building and celebrating it – creating their own memories and taking home a piece of the game. This is part of the LEGO Group’s wider football programme, celebrating the game as a source of play, creativity and connection for young fans and families worldwide.”