Messi Plushies See Roaring Trade As China Firms Get World Cup Boost

Messi Plushies See Roaring Trade as China Firms Get World Cup Boost Toy charms shaped like goats and dressed in the iconic Argentina No. 10 jersey of football superstar Lionel Messi are flying off shelves in China as manufacturers and retailers prepare for a surge in demand ahead of the 2026 FIFA World Cup.

Despite China’s national team failing to qualify for the tournament, enthusiasm among Chinese football fans remains strong. Merchants are hoping that fan spending on football-themed merchandise will provide a significant boost to business during a period of sluggish consumer spending. At a factory operated by Chinese sports merchandise company All Star Partner in the wholesale hub of Yiwu, workers were seen attaching chains to plush goat toys wearing Argentina’s blue-and-white kit. The toys are designed as bag charms and are inspired by Messi’s nickname, “GOAT” an acronym for “Greatest of All Time. According to the company’s chief executive, sales have increased fivefold compared with the period leading up to the 2022 World Cup in Qatar. The Messi-themed plush charms have become one of the firm’s top-selling products. The factory also produces merchandise inspired by other football stars and national teams, including plush figures resembling Cristiano Ronaldo, France-themed rooster toys, and teddy bears dressed in Spain’s national colors. Company CEO Luo Bin said the popularity of the products reflects a growing demand for “emotional value” among consumers. Rather than purchasing items for practical use, many buyers are seeking products that bring personal enjoyment and allow them to express support for their favorite teams and player, At a nearby retail outlet, football fans browsing jerseys, keychains and plush charms said interest in international football remains high. Influencer Zhu Hui noted that Chinese fans maintain long-term enthusiasm for global football stars, while football supporter Fang Tian said young consumers increasingly seek affordable emotional outlets amid everyday pressures. The Messi goat plushies retail for about 79 yuan (approximately $11.60) and have become among the most sought-after items in the store. China’s passion for the sport remains evident despite the national team’s absence from the tournament. During the 2022 FIFA World Cup, Chinese viewers reportedly accounted for roughly half of global viewing on digital and social platforms, according to FIFA data cited in the report. As the 2026 World Cup gets underway in North America, manufacturers in China are betting that football fandom and especially the enduring popularity of Messiwill continue to drive demand for merchandise throughout the tournament.