LEGO’s latest ‘Hello, Is It Play You’re Looking For?’ campaign builds on the power of play

Global — The LEGO Group has launched its global holiday campaign for 2025, inviting families to reconnect through the joy of play during the festive season. The campaign, titled ‘Hello, Is It Play You’re Looking For?’, focuses on the power of creativity and shared play to strengthen family bonds.

Following its recent collaboration with actor Tom Holland on the Never Stop Playing campaign, the LEGO Group continues to promote the value of imagination with a new short film centred on a simple but heartfelt question: ‘Is it play you’re looking for?’

The story follows 12-year-old Eddie, who has lost his sense of play and chooses to spend the holidays alone in his room. His younger sister, however, sets out to reignite his imagination by bringing to life Cataclaws, a mischievous LEGO® creature, and a chorus of LEGO® minifigures who help draw Eddie back into the fun of family togetherness.

The film also features a playful reimagining of Lionel Richie’s 1984 hit ‘Hello’, performed by the LEGO Holiday Choir. The new version’s lyrics were also tailored to the film’s scenes.

Meanwhile, the LEGO Holiday Choir is made up of hundreds of minifigures spanning the LEGO universe, featuring characters from Star Wars, Wicked, Ninjago, Friends, and more. Fans can spot popular figures such as Darth Vader, Spider-Man, Hulk, Glinda, Elphaba, and Hot Dog Guy, all contributing to the campaign’s message of rediscovering the joy of play and togetherness.

Directed by award-winning filmmaker Steve Ayson and produced by Our LEGO Agency, in collaboration with the LEGO Global Brand Development Team, the short film features sets built from over 97,000 LEGO bricks. The production also included intricate details such as a train station, smoke-breathing dragons, and disco helicopters, animated by beEpic and accompanied by music from Walker Studios.

Nic Taylor, senior vice president and head of the LEGO Agency, said: “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, senior vice president of global brand development at the LEGO Group, added: “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.”

The campaign also coincides with the LEGO Group’s annual Build to Give initiative, which launches on November 11. The programme encourages people to build a heart using LEGO bricks and share it in stores, at LEGOLAND® locations, or online with the hashtag #BuildToGive.

For each heart shared by the end of the year, the LEGO Group will donate a LEGO set to a child in need of play, through its network of charity partners. Since its launch in 2017, the ‘Build to Give’ campaign has reached more than 11.2 million children in hospitals, children’s homes, and vulnerable communities worldwide.