There’s no World Cup without the mascots that accompany each tournament, and now the characters that have been part of the World Cups in Mexico are available in a plush toy set that includes the retro characters Juanito, from Mexico 70; Pique, from 1986; and Zayu, the jaguar that represents Mexico in 2026.
The set with the three plushies has already begun circulating on some Instagram accounts dedicated to soccer, which have shown interest in the nostalgic dose of the mascots together. The official set, released by the toy company Jazwares, creator of Squishmallows, brings together Juanito, the fictional boy with a sombrero who was the mascot of the 1970 World Cup in Mexico; Pique, a chili pepper with a mustache who was the mascot of the 1986 tournament; and the jaguar that represents this year’s tournament.
“It was only approved for Mexico; we didn’t make it for the United States,” Alejandro Almada, former vice president of sales for Latin America at the toy company, told Bloomberg Line months ago.
The plush mascots are part of the company’s agreement, part of Warren Buffett’s portfolio, to create various FIFA-licensed toys for the tournament.
Mexico World Cup mascots: Juanito was the mascot of the 1970 Mexico World Cup, and Pique, of the 1986 World Cup. Photo: Jazwares
Price and where to buy the Mexico World Cup plush toys: The plush toy set will be available in Mexico starting in mid-April and will be available at stores such as Sanborns, Soriana, El Palacio de Hierro, Suburbia, Liverpool, HEB, and Chedraui, according to the toy company’s public relations agency.
Prices may vary between stores, although Almada previously indicated that the prices of all World Cup items would range from MXN$99 (US$5.74) for the smallest items, such as plush keychains, up to MXN$699 (US$40.50) for premium pieces designed as collector’s items.
In addition to the retro mascot set, Jazwares also sells a similar package featuring the three mascots of the 2026 World Cup, and retailers like Walmart are already beginning to stock other commemorative items from the toy company.
According to FIFA, brand licensing generated US$769 million in the 2019–2022 cycle, driven by official merchandise and the use of World Cup emblems. For the 2023–2026 cycle, the organization projects US$669 million in licensing revenue.
Source: bloomberlinea
