Our pick of the 2026 World Cup merchandise. From Lego to Labubus and everything in between

The World Cup's merchandising strategy anchors the 2026 edition in North America, showing how fan gear now rivals on-pitch action in reach and revenue. A 2025 Pitch Marketing Group report projects FIFA revenues topping $10 billion, underscoring the financial scale of official and licensed merchandise. With three host nations, Maple the Moose (Canada), Zayu the Jaguar (Mexico), and Clutch the Bald Eagle (the United States) head the official mascot lineup. The product range spans keychains, Squishmallows plush, T-shirts, pins, figurines, and branded drinkware, with Royal Selangor as the exclusive pewter merchandise designer. A centerpiece is a pewter triple statue priced at £210 ($282.90) on FIFA's site, along with pewter tankards, photo frames, and coasters. Labubu dolls popular in 2025 include a 38 cm blue-furred figure in kit holding a tiny trophy, priced around £110 ($149.99). The piece notes the maker's lineup and viral trends reflect a broader evolution of World Cup marketing, where memorabilia drives engagement and profit. Historic nods include World Cup Willie, FIFA's first purchasable mascot in 1966, reminding readers that merchandising has deep roots in the event's fabric.