LEGO Taps Tom Holland to Fuel Global Push for Play

Quick listen: How LEGO and Tom Holland reframe play as strategy — in under 2 minutes.

"Spider-Man" star Tom Holland is front and center in LEGO’s biggest campaign of the year, proving that play doesn’t come with an age limit.

Created by Chaos x Magic alongside Our LEGO Agency, the new global spot called "Never Stop Playing" anchors the latest phase of LEGO’s “Rebuild the World” platform.

The film showcases Holland stepping into nine different alter egos, one as a football star and another as an uptight office boss, while the iconic rock anthem “High Voltage” by AC/DC drives the energy.

Holland said his childhood love of LEGO made the project personal.

“I loved building with LEGO bricks as a child," he shared. 

"My brothers and I would create our own wild worlds, turning the living room into a prehistoric jungle with our LEGO dinosaur set or set up racing tracks for our LEGO cars! It was fun to relive those memories on set.”

Meanwhile, Our LEGO Agency Head and SVP Nic Taylor called the actor’s performance a highlight of the campaign.

“Tom brings such a memorable interpretation to the characters he plays, proving that play isn’t just for kids — it’s a powerful choice for everyone.”

The project builds on LEGO’s brand identity of championing creativity across generations.

Research released alongside the campaign supports its direction, as 48% of kids worldwide report giving up play due to pressure to "grow up."

With this effort, Holland is both the star and an official “Playmaker,” joining a roster of global creatives aligned with LEGO’s vision.

Tom's Time to Play

Directed by Los Peréz through Biscuit Filmworks, the spot goes far beyond traditional advertising, supported by activations that pull fans into the experience.

It starts off with Holland in the production set of a sci-fi film, where he stops a take to question the script.

"Stop playing?" he asks. 

He picks up two LEGO pieces, which prompts a dream sequence where we see the actor playing different roles: a football star, an innovator, an old man watering his lawn, and more. 

Time Based Arts handled visual effects, merging practical LEGO creations with digital work, while LEGO master builders designed full-scale props like rocket-powered shoes and a botanical suit worn by Holland.

Beyond the spot, a Snapchat AR Lens invites users to discover their own alter egos, while the “Play XP” tracker encourages ongoing engagement through arcade-style games.

An exhibition at LEGO House in Billund will also display key props and builds from the shoot, further extending the campaign’s cultural footprint.

With all its efforts, LEGO wants to tie its advertising to experiences that cover digital and physical touchpoints.

Our Take: Can Play Be a Growth Strategy?

Play isn't exclusive to children. It's essential at every stage of life.

This is the message LEGO wants to send out, and it sends it out with a bang. 

What stands out for me is how the toy brand uses Holland to embody play without trivializing it.

Too often, campaigns aimed at adults treat play as a nostalgic escape, but this one reframes it as an ongoing creative choice.

For businesses, it’s a reminder that campaigns built on universal human needs are the ones that last.

In other news, Steph Curry recently starred in a spot for Google to highlight its wide array of services.