Hello, Is It Play You’re Looking For? The LEGO Group’s Holiday Campaign Invites Families to Rediscover the Magic of Togetherness!

The LEGO Group has today launched its global holiday campaign to help bring families back together through the joy of play this festive season. The new ad serves as a heartfelt tribute to the importance of creative play and its ability to strengthen family bonds during the holidays.

After recently teaming up with Tom Holland to remind us to Never Stop Playing, this holiday season the LEGO Group asks one big question: Is it play you’re looking for?

The short film tells the story of 12-year-old Eddie who has forgotten the magic of play and prefers the solitude of his room over the joy of family fun this holiday season. However, his younger sister has other plans. With a simple click of a LEGO® brick, she brings to life the mischievous Cataclaws and a mass of LEGO® minifigures to bring Eddie back to his family.

Their strategy? A cheerful remix of Lionel Richie’s timeless classic “Hello”. The brand-new LEGO Holiday Choir reimagines the iconic 1984 power ballad with a playful twist, asking the world, “Is it play you’re looking for?”. The lyrics have been crafted to match the scenes and characters, including humorous lines like “In my dreams you stepped on me a thousand times!”.

The Choir is a vibrant ensemble of hundreds of minifigures representing the full breadth of the LEGO Group’s universe, featuring fan favourites from Star Wars, Wicked, Ninjago, Friends and more. LEGO fans will be delighted to spot some of the most iconic and beloved LEGO minifigures, such as Darth Vader, Spider-Man, Hulk, Glinda, Elphaba and event Hot Dog Guy. Together, they remind Eddie - and all of us - that when we miss out on play we also miss the chance to build family bonds and create unforgettable memories that last a lifetime.

Directed by award-winning director Steve Ayson and produced by Our LEGO Agency, in partnership with the LEGO Global Brand Development Team, the short film showcases the creativity of five builders who used over 97,000 LEGO bricks to construct the main stage, complete with a train station, smoke dragons, and disco helicopters. The animation studio beEpic brought to life over 220 individual LEGO minifigures and 27 vehicles, with music finely tuned by Walker Studios.

Nic Taylor, SVP and Head of our LEGO Agency said: “This holiday season, we’re inviting families to dive into a world of imagination and fun! Our LEGO Holiday Choir is here to remind everyone about celebrating the joy of play and the magic that happens when we come together. We hope families jump into the world of play, where laughter is the soundtrack and imagination knows no bounds, to create unforgettable experiences together.”

Remi Marcelli, SVP Global Brand Development from the LEGO Group said: “With our playful twist on a classic tune we’re asking families, ‘Is it play you’re looking for?’ This campaign is a celebration of the joy and connection that play brings. We hope to inspire families everywhere to embrace their creativity and share special moments that will last a lifetime.”

Build a Heart for Children in Need of Play
The Holiday campaign coincides with the LEGO Group’s annual Build to Give initiative, kicking off from Tuesday 11th November, which encourages everyone to help share the superpower of play with children who need it most by building a heart out of LEGO bricks and sharing it with the hashtag #BuildToGive.

By building and sharing a heart at LEGO Stores, LEGOLAND® Parks, LEGOLAND® Discovery Centers, on social media, or via the LEGO Play app before December 31, people can help support the LEGO Group’s commitment to donating LEGO sets to children in need of play*. This holiday season, the initiative will help bring the gift of play to children in hospitals, children’s homes, and vulnerable communities worldwide. The sets are distributed through the LEGO Group’s network of local charity partners and, since 2017, the campaign has reached more than 11.2 million children.

Limited-Edition Minifigure Designs Arrive for the Holidays
This holiday season, the LEGO Group is inviting families to celebrate creativity together with festive new designs at the LEGO Minifigure Factory. Available for a limited time, shoppers can personalise their own minifigures with exclusive holiday-themed torsos - offering a fun and meaningful way to make LEGO building part of their seasonal traditions. Whether in-store or online, the experience brings a personal touch to holiday gifting and play. To find your nearest Minifigure Factory or explore the festive designs online with Build a Minifigure, visit LEGO.com/Minifigure-factory.

Win Your Wishlist
From now until 23rd November 2025, LEGO Insiders ** have the opportunity to make their festive dreams come true with the “Win Your Wishlist”*** competition. By creating and submitting a personalised wish list, members can enter for a chance to win up to $/€/ £1,000 worth of LEGO sets of their choice. To hear more, head to http://lego.com/holiday-gifts/win-your-wishlist.

Celebrate the Festive Season with Two New Holiday Builds
Celebrate the season with two joyful new additions to the LEGO holiday collection. The Holiday Express Train (10361) features a working locomotive, toy-filled carriages and a circular track - perfect for festive play and display, priced at £109.99 / €119.99 / $129.99. The Family Christmas Tree Decoration (41843) offers a modular centrepiece with four detailed rooms, a sleigh, and a cast of holiday characters, available for £269.99 / €299.99 / $329.99. Both sets are currently available in LEGO Stores and online at LEGO.com/HolidayTrain and LEGO.com/TreeDecoration.

For more information, please contact: media@LEGO.com.

Campaign Credits
LEGO Global Brand Team
SVP, Global Brand Development: Remi Marcelli
Senior Global Brand Director: Tracie Chiarella
Senior Global Brand Manager: Jasmin Brennan
Brand Specialist: Ted Bainsfair
Senior Campaign Operations: Ashley Baker

Our LEGO Agency
SVP and Head of Our LEGO Agency: Nicole Taylor
VP Global Creative: Carlo Cavallone
Global Creative Director: Genevieve Hoey
Creative: Julie Koch
Creative: Thomas Borghus
Creative: Hannah Craig
Creative: Martin Peterson
ACD: Heidi Bennett
ACD: Ekaterina Kashalapov
Design Lead: Anas Sarraj
Design Lead: Claus Christiansen
Design: Mathew Boyle
Design: April Dai
Senior Business Director: Dan Worrell
Senior Business Partner: Keely Gibsone
Senior Project Lead: Samantha Pearson
Director Masterbrand Strategy: Rebecca Price
Senior Manager, Comms Strategy: Mani Sian
Shopper Strategy, Peter Batchelor
Global Head of Production: Paulina Embart
Agency Senior Producer: Elaine Lee
Producer: Melanie Nogueira
LEGO Builds: Brick Based Marketing Solutions
3D Design: Ventsislav Ivanov Karov        
3D Design: Petr Šabatka        
3D Design: Marek Vašíček        
3D Design: Jana Černá
Project Manager: Kateřina Kvapilová        
Senior Engineering Manager: Libor Udržal

External Partners
Creative Agency: Keep It Stupid Simple
Creative Director: Lars Jorgensen
Creative Director: Martin Ginsborg
Creative Partner: Droga5 Dublin
Director - Steve Ayson
Cinematographer - Christophe Collette
Production Company - Zauberberg Productions
Managing Partner - Andrea Roman-Perse, Frank Siegl
Executive Producer - Frank Siegl, Mikaela Gannon
Animation Director VFX - Marta Carbonell Amela
Line Producer - Nina Klein
Producer / Post Producer - Nina Icks
1st AD - Lucas Adamson
Service Production Company - Unit+Sofa
Service Executive Producer - Vero Hajkova
Service Line Producer - Jan Hlava
Service Production Manager - Robert Zapletal
Post Production Company - Zauberberg Productions
Editor (Main) - Ben Campbell (The Quarry)
Editor (Mini Stories + Supercut) - Kai Kniepkamp (SEC)
Colour Grading (Main) - Greg Fisher + Dom Phibbs (Company 3)
Colour Grading (Mini Stories, Auditions + Supercut) - Florian Metzner

VFX Company - bEpic
VFX producer - Lion Graf, Moritz Bunk
VFX supervisor - Bastian Konradt

Music, Final Mix & Sound Design - Walker
Managing Director - Sara Matarazzo
Executive Producer - Dottie Scharr
Junior Producer - Caroline May
Mix Engineer + Sound Designer - Jacob Brody
Mix Engineer + Sound Designer (Ministories) - Ignacio Zas
Composer - Adam Podd

Note on #BuildtoGive 2025 Holiday activation
*Children under the age of 16 must obtain parent’s permission to post to social media. Total annual donation not to exceed 1,500,000 LEGO sets with a total value of 15,000,000 USD.

LEGO, the LEGO logo and the Minifigure are trademarks and/or copyrights of the LEGO Group ©2025The LEGO Group.

Note on Win Your Wish List competition
**LEGO Insiders membership required, T&Cs apply.

***The prize is capped at $/€/ £1,000. Sweepstake is open from 15/10/2025 until 23/11/2025. No purchase necessary to enter the sweepstake. T&Cs apply.

Market activations
UK
This holiday season, gear up to build, play, and shine at The Chalet of Play – the LEGO Group’s dazzling new festive wonderland right in the heart of London’s Covent Garden! Step inside and discover a world bursting with creativity, colour and Christmas magic - where every brick tells a story and every builder can make a little holiday magic of their own.