Denmark — Embracing creativity and play, LEGO group collaborated with Marvel Cinematic Universe actor, Tom Holland in bringing the ‘Never Stop Playing’ short film to life.
The initiative seeks to promote the idea that growing up does not have to mean giving up on play, and is part of the group’s annual ‘Rebuild the World’ campaign.
The film, set to AC/DC’s ‘High Voltage’, features Holland portraying a variety of characters to demonstrate the power of play. Throughout the film, he is shown clicking two LEGO bricks together, which the company says symbolises his choice to be playful. The film also features a number of brick-built props, including rocket-powered shoes and a full-sized LEGO Botanicals custom suit.
The collaboration follows new research from the LEGO Group, which found that 44% of children feel pressure to grow up quickly. The survey catered to 20,000 parents and children aged 6 to 16 where 48% admitted tohave stopped playing with certain toys or activities after being told they are ‘childish’.
The film was directed by Los Pérez through Biscuit Filmworks, and features a surprise appearance from Holland’s real-life brothers, Sam and Harry.
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!
The Spiderman actor also relished to the fun of reliving the memories on set, stating that becoming an official ‘playmaker’ is cool, sharing that amidst busyness, he does not plan to stop playing anyime 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.” Holland added.
Meanwhile, Julia Goldin, chief product and marketing officer at the LEGO Group, added: “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.”
After September 2025, several of the real-life LEGO builds from the film, including the custom suit worn by Holland, will be on display at an exhibition in LEGO House.
