LEGO - NEVER STOP PLAYING

Client: LEGO

To champion those who Never Stop Playing, The LEGO Group partnered with Hollywood icon Tom Holland, a celebrity whose global appeal and playful spirit perfectly embody our story’s hero - The Playmaker. As the face of the campaign, Holland brought The LEGO brand philosophy to life across a two-minute hero film, social edits, and behind-the-scenes content that reached audiences worldwide.

Leveraging Holland’s authenticity and massive global social influence, The LEGO Group transformed him into its first-ever Play Ambassador - a relatable champion of always choosing creativity over conformity. The collaboration delivered extraordinary results: 898 pieces of global press coverage, 104M earned PR views, 296M social reach (vs. 8M in 2024), 825K earned engagements, and 6.5M Instagram views, placing the hero film among the top 10 global posts of 2025 within a single week - reminding the world that those who Never Stop Playing are the ones who Rebuild the World.