Billund, Denmark – 2nd September 2025: The LEGO Group and actor Tom Holland, known for his iconic role as Spider-Man in the Marvel Cinematic Universe and his performances in films like The Impossible, Spies in Disguise and Avengers: Endgame, have come together to send a powerful message to kids and families around the world: never stop playing. Together they want to reignite kids and families’ playful spirits and show that growing up doesn’t have to mean giving up on creativity and play.

To help spread the message, Tom Holland stars in an anthemic new short film titled Never Stop Playing. Set to a swaggering ‘High Voltage’ score by rock legends AC/DC, the film is a vibrant blend of fun, playfulness and humour. Whether you're a kid or just young at heart, the film is the LEGO Group’s rallying cry to keep our imagination and playful spirit alive. ‘Never Stop Playing’ is part of the LEGO Group’s annual Rebuild the World campaign, which celebrates the positive impact of creativity and play.

Throughout the film Tom clicks two LEGO® bricks together, symbolizing the moment he chooses to embrace playfulness. He portrays a range of characters, that each remind us about the power of play and bring a much-needed sense of fun back into the world. From dazzling as a superstar footballer (The Gamechanger) to sharing wisdom as an entrepreneur (The Innovator), bringing excitement to a subdued gallery (The Creator), transforming into an undercover LEGO® minifigure, or even portraying an uptight boss who has forgotten how to have fun - Tom shows that play is always a choice, regardless of our age or stage in life.

The short film also features a variety of LEGO brick-built props, including a pair of custom-made rocket-powered shoes, a vibrant garden that bursts with creativity and imagination, a LEGO brick Phoenix that he builds mid-flight, and super-sized brick-built footballs, megaphones, wildlife and more.

Tom Holland said: “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!
“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.”

Fans will also spot Tom’s real-life brothers, Sam and Harry, making a surprise appearance in the film as the trio comes together to celebrate a simple, joyful truth: staying playful connects us all.

Today’s announcement follows new research commissioned by the LEGO Group, which revealed that as kids start to come of age, 44% feel the pressure to grow up quickly, and 48% admit they’ve stopped playing with certain toys or activities as they’ve been told they’re ‘childish’ or ‘babyish’. The survey, which quizzed 20,000 parents and children aged 6-16 across 10 countries, found that 24% of children have been told by friends and family that it is uncool to play either often or very often.

The film was directed by Los Pérez (Tania Verduzco and Adrián Pérez) through Biscuit Filmworks, the award-winning creative duo known for their bold visual style, adrenaline-charged storytelling, and standout art direction. With a track record that includes top-tier brands like Apple, Coca-Cola, and Xbox - and collaborations with stars like Selena Gomez, Uma Thurman, ASAP Rocky and Doja Cat - Los Pérez have brought their signature spark to the LEGO brand’s world of play.

Julia Goldin, Chief Product and Marketing Officer at the LEGO Group said: “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. We believe that play transcends age; whether you’re 8 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.”

Tom is the latest Playmaker to be announced by the LEGO Group, joining a powerhouse group of global artists and creatives. This team of Playmakers embody curiosity, courage and creativity, and show what’s possible when we stay open to imagination – qualities that Tom exemplifies every day.

From September 2025, real-life LEGO builds featured in the Never Stop Playing film and worn by Tom Holland himself will take pride of place in an exhibition at LEGO House for visitors to enjoy, including a brick-built football, wildlife, megaphone, and the full-sized LEGO Botanicals custom suit, worn by Tom.

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About the Research
This online survey of 20,000 parents and children was commissioned on behalf of the LEGO Group and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. The research took in the views of parents and children from the UK, US, France, Germany, Australia, Czech Republic, China, Japan, Mexico and Poland.

Data was collected between 03/02/2025 and 24/02/2025. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.

About the LEGO Group:
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information:

About Los Pérez:
Directorial duo Los Pérez, composed of filmmakers Tania Verduzco and Adrián Pérez, are one of the industry’s most compelling creative forces today. Known across commercials and branded content for their bold narratives, vibrant and lushly detailed visuals, and cinematic world building.

Los Pérez have a decade-plus of creative collaboration dating back to their film school days. Their work has been recognized internationally by AICP, ADCE, LIA, the shots Awards, 1.4 Awards, Ciclope, Clios, D&AD, Cannes Lions, the Young Directors Awards and in the Adweek Creative 100 list where they were cited as visionary directors changing the way the world is seen. They spoke at the 2023 Ciclope Festival about their creative process, sharing, “As a duo, we still have two independent minds and we thrive on aligning our points of view to create a fully-formed world for each project.”

Los Pérez is proof that two minds are better than one. With Tania and Adrián each complementing and strengthening the other’s innate creative instincts, everything they touch becomes elevated. Each of their impressive projects this year is a masterclass in its own right – in narrative storytelling, cohesive and ambitious visuals, and attention to every detail.

Brand collaborations include work for Apple, Tinder, Paramount+, Coca-Cola, Hyundai and Klarna.

About LEGO House:
Located in Billund, Denmark, LEGO House is the official Home of the Brick™ and the ultimate LEGO fan destination, featuring hands-on Experience Zones, interactive rooftop playgrounds, a LEGO Museum and soon, the brand-new LEGO® Masters Academy.