The wildest merchandise of the 2026 World Cup From fashion and food to toys, collectibles and limited editions
Unique collaborations, bizarre gadgets and tailor-made promotions: every brand wants to be part of the 2026 FIFA World Cup. The commercial showcase offered by such a tournament has few equals anywhere in the world, so long before the official kick-off on June 11, dozens of brands spanning the food, fashion and toy industries had already launched special products celebrating the 23rd edition of football's World Cup. Souvenir shops and major supermarket chains are filling their shelves with collections dedicated both to the tournament itself and to individual national teams that, for one month, capture the attention of entire nations. Below is a selection of items that have already earned their place among the World Cup's historic memorabilia.
Major brands between tradition and innovation
LEGO burst onto the World Cup scene in early April with a commercial that has already become an instant classic: Vinícius Júnior, Kylian Mbappé, Cristiano Ronaldo and Lionel Messi sit around the same table competing for the trophy by trying to place their own minifigure on top of it. The must-have LEGO® Editions collection includes a 1:1 scale replica of the World Cup trophy made from 2,842 pieces, the official match ball, the tournament's official emblem, a framed USA national team jersey, as well as dedicated sets featuring the four superstars from the commercial. McDonald's, meanwhile, has launched its FIFA World Cup Menu™ across its restaurants, alongside other promotions offering exclusive collectible graphic cups. Lamine Yamal, Son, Beckham, Ronaldinho, Henry, Santi Giménez, Pulisic, Davies and Grimace—the iconic McDonald's character—are all featured in the campaign. Since some designs are only available in selected countries, they are likely to become highly sought-after collector's items.
Another of the tournament's most recognizable partners is Coca-Cola, a long-standing staple of football collectibles. Its specially designed collection includes 30 different glass Taste Bottles, each featuring customized labels for a different national team with unique graphic designs. One of the most recent collaborations comes with adidas Originals, 24 years after their previous partnership, resulting in a 25-piece capsule collection. Among the standout items are the Mashup Jersey, Samba OG sneakers and track jackets, all proudly displaying the iconic logos of both brands.
Nestlé has introduced a special edition of Toll House cookies to American supermarket shelves, featuring soccer ball-shaped chocolate chips that retain their form while baking. Naturally, Panini's summer sticker collection could not be missing, introducing a hardcover album that represents a welcome innovation for collectors. The Modena-based company has gone even further with Monopoly Panini Prizm FIFA World Cup, an innovative board game born from the collaboration between the two industry giants.As for FIFA's official merchandise, some of the most successful products include pin sets featuring a variety of designs, closely followed by the uniquely styled posters dedicated to each host city.
Apparel: the most interesting collections
From luxury fashion houses to fast fashion retailers, virtually every brand has recognized the commercial potential of a World Cup-inspired clothing line—even companies that traditionally operate outside the apparel industry. There is the elegant capsule collection by Boggi Milano, FIFA's official supplier, featuring eight polo shirts inspired by every national team that has won the World Cup at least once. Luxury label Carolina K, meanwhile, has produced a single standout piece reproducing Argentina's iconic jersey. Handcrafted and named "La Diez", the polo features the classic white and sky-blue vertical stripes, the Sun of May on the chest and the number 10 on the back. Within Tombolo Company's capsule collection, the highlight is a shirt called Excessive Celebration, entirely depicting a football pitch complete with the Statue of Liberty towering above it and stylized players celebrating across the design.
Levi's has arguably created one of the finest garments of this World Cup edition: a denim jacket customized for France, England, Mexico and the United States. Each features the national team's emblem prominently displayed on the back, with a smaller version on the front, all combined with the Californian brand's timeless vintage aesthetic. Equally compelling is Hollister's decision to release a collection of windbreakers and graphic tees celebrating past World Cups, spanning from Mexico '86 and Italy '90 to USA '94. Abercrombie has also entered the competition with a substantial themed collection, highlighted by a crewneck sweatshirt featuring the USA '94 logo. Even Google's beloved offline dinosaur game has found its place in the festivities. A limited-edition Chrome Dino FC Football collection has been released, including a branded football jersey and matching ball.
In the accessories segment, PELICAN has introduced a transparent Country Series of protective cases featuring the initials of various national teams. Meanwhile, the hugely popular Labubu figures, distributed by Chinese retailer Pop Mart, have expanded their catalogue with a dedicated World Cup edition. Having become a global phenomenon over the past year, these special Labubu figures wear a generic tournament kit while holding the World Cup trophy, with resale prices already soaring.
The strangest collectibles
Now for the truly unconventional products—the kind of items impossible to ignore. In Toronto, the local public health authority is distributing a series of free condoms whose wrappers are inspired by the tournament. The initiative forms part of the CondomTO program promoting safe sex and responsible condom use. Available through selected public clinics, they come in six different designs inspired by tournament slogans and symbols. Among the more unexpected products are Literie's scented candles featuring the tournament logo. Equally impossible to overlook are Signal's German national team toothbrushes, genuine collector's gems. Their bristles display the colors of the German flag, while each package includes a printed autograph from a member of the Mannschaft. At just two euros, they're almost irresistible. Remaining within the self-care category, Patchology has released eye patches dedicated to the United States national team.
Among adidas' countless World Cup collections is also a range of official jerseys designed specifically for pets. Dogs and cats alike can now wear detailed kits inspired by Colombia, Mexico, Argentina and Japan. Leo Messi has also unveiled a golden collaboration with Stanley, including a premium mate cup featuring his logo in subtle tone-on-tone styling. The Argentine superstar also headlines a collection of three-meter inflatable decorations produced by Lowe's in the United States. American hypermarkets are also stocking Unspillables Soccer Bubbles, oversized bubble solution sets shaped like the World Cup trophy. Finally, Domino's Pizza has launched its "Emergency Pizzas for Red Cards" campaign, promising up to one million dollars' worth of free pizzas if any player from the United States national team receives a red card during the tournament.
The world of alcoholic beverages steps into the spotlight
The alcoholic beverage sector has never been as active as it is for this edition of the World Cup, driven largely by official partnerships and exclusive limited editions. Johnnie Walker, for example, has released a 24-year-old blended Scotch whisky exclusively for the Brazilian market, commemorating the 24 years since Brazil's last World Cup triumph. Fellow Scottish whisky producer Buchanan's has instead launched four exclusive bottles with distinct flavor profiles, each celebrating a different moment of matchday culture.
The standout release, however, is undoubtedly the limited-edition Don Julio 1942 tequila, whose elegant golden silhouette takes direct inspiration from the World Cup trophy itself. Its accompanying commercial stars Thierry Henry, lifting the bottle triumphantly above his head as though it were football's most coveted prize. Smirnoff and Casamigos have also joined the celebration with specially labeled bottles that, while less extensively customized, remain promising collector's items.
Lowering the alcohol content but ending the roundup on a high note is Miller's MVP Matchball. This football-shaped container can hold up to 12 cans of Miller Lite and has become an instant sensation across the United States, already selling out on the company's website. Designed specifically for watch parties shared with friends during the tournament, the white sphere with its distinctive golden panels comfortably earns its place among the best World Cup-themed products released so far.
