Time for the sport(s)! For the World Cup, Lego has put the small units within the massive ones* by providing a spread of selections together with, particularly, the “Official Trophy”. Different manufacturers are browsing the Mondial, like Tonies, which is providing two new merchandise. Cth duo game-football is already reaching its objective by attracting youngsters and adults in shops. However this success required long-term work.
Huge manufacturers have a preparation part in hopes of discovering success, similar to avid gamers. Mbappé, Cristiano Ronaldo, Messi, Vini Jr… Since March – greater than three earlier than the World Cup – Lego has been flooding the cabinets with round ten units** across the soccer and its stars. “The group is collaborating with the 2026 FIFA World Cup to deliver creativity and play to followers,” says Camille Thorneycroft, director of Lego France & Iberia. With these units, the concept is to replay the highlights of the competitors and create your personal tales. »
“Two to 3 years prematurely”
Historical past is being mentioned at Tonies, the third largest producer of preschool toys in France in 2025, with Beasts of champions – The large soccer event and his Hamsti*** figurine, which is able to take satisfaction of place on the little ones’ ToniesBoxes. “We work on editorial occasions, with selections made two to 3 years prematurely, relying on present occasions,” explains Léna Villaumé, audio editor of Tonies France. Then, it took a 12 months to develop the product. » A brand new story for Tonies, who till now had not devoted a whole audio to a sport. “We hearken to our prospects, on the stands and thru social networks with a view to perceive their expectations,” signifies Emmanuelle Aïssy, Senior Model and Communication Supervisor.
In shops, the World Cup additionally required anticipation. “The merchandise arrive two months earlier than the beginning of the occasion,” assures Franck Mathais, spokesperson for Joué Membership. And, this 12 months, massive manufacturers are enjoying the sport.” And success is there on the cabinets. “The Tonies and the Lego World Cup, I did not consider it in any respect,” confides Christophe, supervisor of a King Cadeau retailer close to Lille. I introduced some in, as a result of we had a compulsory minimal in retailer. However after two days, I used to be dry… I ordered some instantly, and it went away rapidly. »
Stars and “celebrated” values
To face out from their opponents, Lego and Tonies depend on each the originality of a product and the values it conveys. The brick model thus stands out by counting on footballers. “The target was to establish these most in tune with our model and our viewers,” says Camille Thorneycroft. Messi and Ronaldo are probably the most adopted figures on social networks, Mbappé and Vini Jr. shine with their performances (….). These collaborations enable us to rejoice values, akin to group spirit, surpassing oneself, frequent emotion and the flexibility to deliver individuals collectively. »
At Tonies, the star – Hamsti – comes straight from the creativeness of its designers. “The method we took with “Beasts of Champions – The Nice Soccer Match” was to take the standpoint of a hamster which speaks to younger audiences (5 years and over) and which typically explains typically sophisticated ideas (…), develops Léna Villaumé. On this story, Hamsti sees his grasp Léo, who’s human, enjoying soccer, and he has the identical ardour. The hamster will search for different animals, mates, to deliver them collectively and type a group that can attempt to win the Golden Whistle event. » By way of this rhythmic story lasting sixty minutes, “youngsters study the important values of sport: perseverance, group spirit and friendship”.
“It’s a bit like Christmas”
One other important level on which its manufacturers are banking: broadening the age of its shopper base. Thus, the brand new interactive sport Tonieplay targets extra “grown-ups”, ages 7 and over****. “We’re going to get collectively in pairs in entrance of the Pink Field and every performs with a group,” explains Léna Villaumé. Every participant must place playing cards to direct their shot to the proper or left or proper, relying on the playing cards that their opponent locations. They may have the ability to block, advance on the sphere, rating, and all animated by the voice of a commentator. » Emmanuelle Aïssy specifies that “the target of the content material launched by Tonies is to satisfy a necessity of the kid, in an age vary of 1 to 12 years”.
The thought is to deliver collectively adults, who’ve their fingers on their wallets, and kids. “We encourage youngsters and adults to precise their creativity via these units and to replay the highlights of the event,” enthuses Camille Thorneycroft. A method in place for years on the facet of the Danish big. “Lego is a locomotive,” assures Franck Mathais. She is aware of that for youngsters, playmaking is a play-based kind of exercise, the place they construct and play. Whereas adults will favor the exhibition of creation. »
Do these enjoyable merchandise have a sustainable future in soccer, by signing, for instance, partnerships with golf equipment? “Germany did it,” says Emmanuelle Aïssy. Afterwards, Tonies is a global firm, the place every nation can preserve its creations. » For Franck Mathais, success is barely simply starting: “It’s kind of like Christmas, however over a shorter interval and in a really focused class. When it comes to turnover, which stays very linked to the efficiency of the French group, we’ll exceed 50 million euros. “. A golden World Cup, in a couple of approach.
