LEGO taps Tom Holland to bring imagination back into play

The LEGO Group has tapped actor Tom Holland, best known for his role as Spider-Man in the Marvel Cinematic Universe, to front its latest campaign aimed at reigniting play and creativity among kids and families.

Holland stars in a new short film titled "Never stop playing", which is part of the LEGO Group’s annual "Rebuild the world" campaign. Backed by AC/DC’s High voltage, the film blends humour, imagination and high-energy storytelling as Holland takes on a series of playful personas, from a footballer and entrepreneur to an undercover LEGO minifigure and even a stern boss rediscovering joy.

The film opens with Holland commanding a troop of soldiers to “stop playing,” before breaking character to reveal a production set. He then clicks two LEGO bricks together, triggering a transformation into a footballer at a press conference.

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Each time Holland stacks more bricks, he shifts personas – an entrepreneur championing play, a gardener wielding LEGO-built tools, an older businessman reminded he “used to be fun”, and an artist sculpting a dragon-like creature from LEGO bricks. The video ends with Holland back in uniform, rallying his soldiers to “never stop playing”.

Props including rocket-powered shoes, giant footballs, and a phoenix built mid-flight highlight LEGO’s focus on creativity. Holland’s brothers, Sam and Harry, also make cameo appearances, reinforcing the campaign’s message that play connects across ages.

The campaign follows LEGO-commissioned research which found that nearly half (48%) of children worldwide say they have stopped playing with certain toys or activities after being told they were “childish” or “babyish”. The study, conducted with 20,000 parents and children across 10 countries, also revealed that 44% of kids feel pressure to grow up quickly.

Directed by creative duo Los Pérez through Biscuit Filmworks, the film positions Holland as the latest LEGO “Playmaker” – a roster of artists and creatives chosen for embodying curiosity and imagination. Previous Playmakers have included names across entertainment, music, and art.

From September 2025, several of the brick-built props featured in "Never stop playing" – including the football, megaphone, wildlife builds and Holland’s custom LEGO botanicals suit, will be exhibited at LEGO House in Denmark.

“This campaign was created to shine a light on and reinforce the importance of creative play—not just for children, but for families and adults alike," said Julia Goldin, chief product and marketing officer at the LEGO Group. 

She added, "We believe that play transcends age; whether you’re eight or 80, it has the remarkable ability to spark imagination, build confidence, and reconnect us with what truly matters. With Tom Holland joining us as our newest Playmaker, we are thrilled to demonstrate that play is timeless, impactful, and more essential than ever.”

Speaking on the campaign, Holland said, "I loved building with LEGO bricks as a child. It was fun to relive those memories on set. Becoming an official ‘Playmaker’ is very cool. No matter how busy life gets, I’ve never stopped playing and I don’t plan to anytime soon."

“I hope that this short film I did with the LEGO Group demonstrates the idea that to play is a way of expressing who we are no matter what age! For me, it’s always been an important element of exploring the world and embracing the environment I’m in, Whether I’m on set or just hanging out with my brother and mates, I try to bring an element of play into everything I do," he added. 

The collaboration with Holland comes as the LEGO Group continues to scale its global brand storytelling. Earlier this year, the company remixed Run DMC’s 1983 hip hop anthem It’s like that into She built that as part of a campaign spotlighting gender equity.

The initiative, featuring a global cast of Gen Z and Gen Alpha creators dubbed the “global girls crew”, is led by 17-year-old DJ Livia from Chicago and British drummer Nandi Bushell, alongside talents such as China’s alt-pop singer Cacien, Dutch hip hop vocalist Pink Oculus, and UK dance duo Brooke Blewitt and Jess Qualter.

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