Merch, emotional recall, and the 1998 World Cup

“It’s 1998. I’m 8 years old, French, and the proud owner of a Footix plush.”

The World Cup is taking place in Paris. Against all odds France is going to the final against Brazil. Brazil… The giant. The reigning world champion. A team full of global superstars, led by Ronaldo, the greatest striker in the world.

It was France’s first World Cup final in history and at the time analysts overwhelmingly predicted a Brazil win. Typical odds were roughly: Brazil win: ~1.7, Draw: ~3.0, France win: ~4.0. Brazil was expected to dominate, Ronaldo to score, and France to struggle. But reality took a completely different turn. Defying all expectations, France beat Brazil 3-0. 

The nation went from shock and disbelief to a euphoric explosion of ecstatic joy and national pride. The final felt unbelievable at the time. It made the French people feel united, invincible, and profoundly connected — an iconic, historic moment in French and sports history

To every French person who lived through the 1998 World Cup, the electric experience of collective victory and glory, the transcendent feeling of belonging to something bigger — all still live in every cell of our bodies.

As I look at the new mascot plush toys for the 2026 World Cup, I remember my own and am transported back to 1998.

So I can’t help but think about the 8-year-old little girls who will be holding on to their Maple the Moose, Zayu the Jaguar, or Clutch the Bald Eagle next year and who will experience the magic of the World Cup for the first time.

These plush mascots can be so much more than just merchandise. They speak to the power of merch to bring the heart and essence of a brand like FIFA to life.

Because isn’t that what global sports is all about — a reminder of our shared humanity, a place where joy, heartbreak, unity, and pride all coexist in one collective breath.