Chinese manufacturers tap into global football fandom with “GOAT” Messi charms and other star-themed merchandise.
Image: CNA
Chinese toy makers are seeing a surge in demand for football-themed plush toys, especially Lionel Messi-inspired “GOAT” charms, ahead of the World Cup starting in North America.
At factories in Yiwu, workers are producing small soft toys featuring Argentina star Lionel Messi, along with similar merchandise inspired by other global football icons. The products are designed as bag charms and collectibles, targeting fans seeking emotional rather than practical purchases.
Manufacturers say sales have risen sharply compared to the 2022 World Cup, driven by strong overseas demand and growing interest in football culture inside China, despite the national team failing to qualify.
The Messi-themed “GOAT” plush toys, referencing his status as the “greatest of all time,” have become bestsellers, with companies reporting a multiple-fold increase in revenue this year.
Retailers say younger consumers are increasingly drawn to football merchandise for emotional value, reflecting wider shifts in spending habits amid economic pressure.
Although China will not participate in the tournament, interest in global football remains high, with fans continuing to follow international stars and merchandise trends closely.
