A best-seller for one Chinese firm is a soft-toy goat wearing Lionel Messi's Argentina number 10 shirt. YIWU, China: Toy charms shaped like a goat and decked out in Lionel Messi's Argentina number 10 shirt pepper a factory tabletop in China, where sellers are betting on the country's lucrative fan market for a big World Cup boost. The World Cup begins in North America on Thursday (Jun 11) but China won't be there after failing to qualify once again, leaving their sole appearance back in 2002.