Hard Rock and Lionel Messi celebrate their continued partnership with the launch of a limited-edition superhero toy
Hard Rock International, in collaboration with global brand ambassador Lionel Messi, has introduced the world’s newest superhero: Captain Messi. On October 23, 2024, the iconic entertainment brand unveiled a superhero version of Messi with a limited-edition, posable toy now available at select Hard Rock locations. The launch marks the first time the legendary soccer player has been involved in creating a toy in his likeness, adding a unique twist to his long-standing partnership with the brand.
The birth of Captain Messi
The Captain Messi figure is more than just a collectible; it symbolizes inspiration for young fans worldwide. Available at the Hard Rock Cafe in Hollywood, Florida, and through in-room dining at participating hotels like Seminole Hard Rock Hotel & Casino Hollywood, the superhero toy is now included with Hard Rock Kids' Menu orders, while supplies last.
Additionally, Rock Shops globally and online will carry the figure as part of a comprehensive Captain Messi retail collection featuring lunchboxes, water bottles, backpacks, apparel, and other items designed to delight Messi fans of all ages.
Lionel Messi reflected on the project, noting that it was a meaningful experience for him and his family. He mentioned that his kids enjoyed watching superhero movies together, which made the opportunity to collaborate with Hard Rock on creating Captain Messi particularly special. He expressed hope that the initiative would inspire young fans and families to work hard and believe in their ability to achieve great things.
To celebrate the launch, Messi made a surprise appearance on October 23, thrilling families and guests at a special event held at Hard Rock Cafe in the Seminole Hard Rock Hotel & Casino Hollywood. His appearance brought a touch of magic to the ceremony, as fans gathered to witness the unveiling of the new superhero toy and enjoy a day filled with activities.
In addition to the Captain Messi toy launch, Hard Rock International announced new additions to its Kids' Menu, aiming to offer greater variety and kid-friendly options. The menu now includes cheese and pepperoni pizza, complementing existing choices such as grilled chicken salad, fresh fruit, and classic chicken tenders. The expanded menu reflects Hard Rock's commitment to providing meals that satisfy both parents and children, with something for everyone.
A continued partnership built on joy and inspiration
CEO of Seminole Gaming and Chairman of Hard Rock International, Jim Allen, conveyed the company’s enthusiasm about the continued collaboration with Lionel Messi, stating that they were excited to extend their partnership and find a new way to capture the joy Messi brings to people worldwide. Over the past three years, Messi has been a valued brand ambassador for Hard Rock, embodying the company’s spirit of unity and excellence.
The partnership between Messi and Hard Rock has already led to memorable initiatives, including Messi’s role in the “Come Together” campaign, which launched the Unity™ by Hard Rock global loyalty program. The program offers members a chance to earn and redeem Unity Points across more than 200 Hard Rock locations, with benefits that range from free hotel stays and dining experiences to exclusive merchandise at the Rock Shop®.
For Messi fans, collectors, and families visiting Hard Rock locations, this initiative brings a touch of superhero magic into everyday life.
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