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International Business Times UK
International Business Times UK
World
Thea Felicity

World Cup 2026: 'Emotional Spending' Frenzy Boosts Chinese Toy Makers as Messi Plushies Become Surprise Hit

World Cup Lionel Messi China World Cup 2026 Football Yiwu the 2026 World Cup
AFA Official Authentic Licensed Merchandise Messi World Cup Plush DOLL (Credit: Screenshot from 2026 FIFA World Cup Product Store Ebay Listing)

In Yiwu, eastern China, Chinese toy makers are ramping up production of Lionel Messi-themed plush toys ahead of the FIFA World Cup 2026 in North America, tapping into a surge of so-called 'emotional spending.'

The World Cup 2026 plushie boom has turned factory floors in Zhejiang province into unlikely hubs of global football fandom, even as the country's national team once again failed to qualify.

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