From the Pitch to the Playroom

Starting June 11, the FIFA World Cup 2026, organized by the Fédération Internationale de Football Association (FIFA), will captivate viewers of all ages from every corner of the globe. As soccer fans eagerly wait for the pinnacle of the sport to unfold, toy companies have strapped on their cleats to market their carefully crafted soccer-inspired products.

Although soccer has been a well-loved, cornerstone sport worldwide, it has seen a notable spike in popularity, particularly in the U.S. Viewership in America has increased, watch parties have become commonplace, and parents are supplying their little ones with more toys and games that reflect their personal love for the 22-person sport.

According to Cecilia Ferrini, Senior Manager in the Consumer Products Division at U.S. Soccer, “Soccer’s growth in the U.S. is being fueled by a unique combination of on-field success, cultural relevance, and a deeply engaged fan base.” Ferrini notes that fans thoroughly enjoy the players’ athleticism and off-field accomplishments, which have molded athletes from the United States Men’s National Team (USMNT) and the United States Women’s National Team (USWNT) into widely loved role models.

Viewers in the U.S. also invest in and support international players, such as Argentina’s Lionel Messi, who has become the face of several campaigns and products following the team’s FIFA World Cup win in 2022. As social media platforms expand, families can easily invest in the game as they learn more about their favorite players, see behind-the-scenes footage, and watch recaps.

The highly anticipated summer tournament will be hosted in North America — and FIFA’s matching mascots make it easy for families to invest in the competition. Kids and collectors can celebrate with toys, particularly plush, that showcase Maple the Moose (Canada), Zayu the Jaguar (Mexico), and Clutch the Bald Eagle (USA). Retailers should anticipate a surge in soccer-related requests as the FIFA World Cup inches closer.

According to Ferrini, “U.S. Soccer fans spend 33% more annually on retail goods compared to the average U.S. sports fan — making them an ideal audience for licensed products, including toys.”

To supplement the increasing attention on U.S. teams, products representing several different play patterns are starting to hit the shelves (and the arena gift shops). Families are interested in filling their toy box with picks that supplement their growing interest.

According to Ferrini, this year U.S. Soccer Consumer Products will “launch products with 14 new toy partners, spanning sub-categories such as action figures, dolls, puzzles, games, collectibles, and construction sets … Overall, we increased our toy licensee roster by 143% year-over-year, reflecting both increased demand and our commitment to expanding meaningful, high-quality offerings for fans of all ages.” Partners include Hasbro, Mattel, Funko, The LEGO Group, and more.

With the increase in soccer toys, little ones can easily pursue their soccer dreams outside of team practice, recess, or field days with new toys and games that go beyond the typical black-and-white ball. Some companies, like Golden Bear Toys, have integrated artificial intelligence (AI) technology into classic soccer balls, resulting in toys that truly challenge players.

“Soccer-themed toys reinforce many of the sport’s core values: teamwork, creativity, perseverance, and inclusion. Through imaginative play, kids learn to collaborate, solve problems, and express themselves — often emulating the players they admire most,” Ferrini says.

Kids can also unbox mystery cleat-shaped capsules from PMI Kids’ World, created in partnership with Major League Soccer (MLS), or a new wave of FIFA-branded Ballers from ZURU.

“This licensing partnership with MLS marks an exciting chapter for the Supergoal collection,” said PMI CEO Omer Dekel ahead of the line’s launch during the holiday season. “From our original stickers to these dynamic figures, we’ve created collectibles that truly bring fans closer to the players and the excitement of the game.”

Alongside these collectibles, kids can squeeze their FIFA-themed plush as their teams run across the field, or create their own soccer scenarios with dolls dressed in colorful uniforms. “These products also help normalize soccer as part of everyday life in the U.S., strengthening the emotional bridge between playtime, participation, and fandom,” Ferrini adds. “In that way, toys become an extension of the sport’s culture, not just merchandise.”

As attention on soccer grows, especially in the U.S., toy and game companies continue to innovate and adapt to consumer interests. Whether it’s a tiny tot training with a Little Tikes practice set or an adult collector posing their action figures to reflect their favorite play, the industry is ready to serve them with goal-worthy offerings for every fan.

A version of this feature first appeared in the 2026 edition of The BIG Toy Book. Read the full issue here!

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