Tom Holland, known for playing Spider-Man in Marvel films, is now working with the Lego Group as their newest Playmaker ambassador. He stars in a short film called Never Stop Playing that promotes the importance of play for people of all ages. The film is part of Lego’s ongoing Rebuild the World campaign.
The project responds to recent research showing that many children feel pressured to grow up too quickly. A study by the Lego Group found that 44% of kids feel this pressure, and 48% have stopped playing with certain toys after being told they are too childish. The survey included 20,000 parents and children across ten countries.
Tom Holland’s Role in the Lego Campaign
In the short film, Tom Holland plays nine different characters. Each character shows a different way to be playful and creative. The roles include a soccer player, an inventor, a Lego minifigure, and a serious boss who has forgotten how to have fun. The film uses the song High Voltage by AC/DC to create a fast-paced and energetic feeling.
Holland’s real-life brothers, Sam and Harry, also appear in the film. The movie features large Lego props like rocket-powered shoes, a giant megaphone, and a phoenix built from Lego bricks. The film was directed by the award-winning duo Los Pérez, who are known for their work with brands like Apple and Coca-Cola.
“I loved building with LEGO bricks as a child. 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. 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!” said Tom Holland.
The Message Behind the Campaign
The main goal of the campaign is to remind people that play is important at any age. Lego wants to show that creativity and fun do not have to end when childhood ends. The film encourages kids and adults to keep using their imagination and to stay connected through play.
Julia Goldin, Chief Product and Marketing Officer at the Lego Group, explained the company’s goals.
“This campaign seeks to emphasize that growing up doesn’t mean sacrificing creativity and play. Our goal is to illustrate that play is timeless and impactful, serving as a catalyst for creativity and joy–regardless of age,” said Goldin.
Research on Play and Childhood
The Lego Group’s research highlights a problem many children face. Nearly half of the children surveyed said they had been told that playing is uncool or childish. This has led many kids to abandon activities they enjoy. The campaign aims to change this attitude by showing that play is valuable for everyone.
The study also found that 24% of children have been told by friends or family that it is not cool to play often. This social pressure can reduce opportunities for creative development and joy. Lego hopes its message will help families feel more comfortable making play a regular part of their lives.
Production and Creative Team
The short film was produced by Lego’s in-house agency, Our Lego Agency (OLA), in collaboration with the creative shop Chaos x Magic. The directors, Tania Verduzco and Adrián Pérez of Los Pérez, are known for their vibrant and detailed visual style. They have previously worked with major brands and celebrities.
The film combines live-action scenes with animation and visual effects. Props and costumes were made from real Lego bricks. Some items, like a full-sized Lego Botanicals suit worn by Holland, will be displayed in an exhibition at Lego House in Billund, Denmark starting September 2025.
Tom Holland’s Personal Connection to Lego
Tom Holland has shared that he has been a Lego fan since childhood. He remembers building imaginative worlds with his brothers using Lego sets. This personal history made the project especially meaningful for him. He believes that play is a way to express oneself and explore the world.
“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,” Holland explained.
Campaign Impact and Future Displays
The Never Stop Playing film will be supported by shorter versions for social media and television. Lego will also use augmented reality on Snapchat to let users create their own playful alter egos. The exhibit at Lego House will allow fans to see props from the film up close.
Lego has seen strong sales recently, with a 12% increase in revenue compared to the previous year. Sales reached a record $5.4 billion in the first half of 2025. Products like the Lego Botanicals and Formula One sets have been very popular.
The company continues to focus on encouraging creativity through play. With Tom Holland as a Playmaker, they hope to inspire both children and adults to never stop playing.
Also Read: Tom Holland’s BERO Brand Reveal Goes Viral After Actor Films Himself Braving a Freezing Cold Plunge
Credits: blocksmag.com, lego.com
