The LEGO Group has marked the festive season with a brand-new Christmas campaign, headlined by a partnership with a group of much-loved New Zealanders.
At a time of year defined by connection and tradition, LEGO New Zealand wants to remind families that the most meaningful moments are often the simplest, time spent creating, imagining and building together. Making LEGO play part of the festive season is a way to start, or continue, traditions that create lasting memories.
Joining forces with Ben Boyce, Sarah Wallace, Clint Roberts, and Matilda Green, LEGO New Zealand is celebrating New Zealand’s love of Christmas windows, one of the treasured traditions of the festive season.
The group, supported by their nearest and dearest, will each build a unique Christmas Window of Play using their favourite LEGO bricks to encourage Kiwis to create their own display at home, setting the scene for a fun, family tradition for years to come.
The campaign follows the launch of LEGO Australia’s partnership with Australian department store, Myer. Recently Unfolding across six windows at their Melbourne store, A Playful LEGO Christmas Story invites visitors to follow a child’s letter to Santa as it journeys from a Melbourne post office all the way to the North Pole, with a little help from a cheeky LEGO elf.
Narrated by LEGO Play Ambassador Hamish Blake, the enchanting tale is imagined entirely in LEGO bricks and brought to life by the LEGO Group in collaboration with Certified LEGO Professional Ryan “Brickman” McNaught and his team, using over 500,000 LEGO bricks and 400+ minifigures.
This partnership forms part of the LEGO Group’s global Christmas campaign, Is it Play You’re Looking For?, which celebrates the power of play to bring families closer together.
The campaign film follows 12-year-old Eddie, who rediscovers the magic of play when his younger sister brings his imagination back to life – reminding families everywhere that the best gift you can give this Christmas is time spent playing together.
Directed by award-winning director Steve Ayson and produced by Our LEGO Agency, in partnership with the LEGO Global Brand Development Team, the short f ilm showcases the creativity of five builders who used over 97,000 LEGO bricks to construct the main stage, complete with a train station, smoke dragons, and disco helicopters.
“Christmas has always been about connection, and at the LEGO Group, we believe play is one of the most powerful ways to bring people together,” Troy Taylor, General Manager and Vice President, LEGO Australia & New Zealand, said.
“Whether it is watching the Pōhutukawa bloom as the season begins, or coming together to build your favourite LEGO set as a family, this Christmas, we want to inspire families to make LEGO play part of their own festive traditions.”
LEGO New Zealand has partnered with TVNZ to extend their Christmas celebrations through a festive revival of Goodnight Kiwi. Launching in early November, the segment features the original 1990 advert, with a special appearance from LEGO’s animated Cataclaws, wishing Kiwi families a fun and connected holiday season.
LEGO New Zealand is also proud to be team up with Blues Rugby for the return of LEGO Fill the Bus. This year LEGO New Zealand donated more than NZD 100,000 of LEGO sets to the month-long fundraising drive, which culminated in a free community day at Blues HQ on 4 December. As part of the event day festivities, LEGO New Zealand was on site to rally support and host some fun LEGO brick challenges throughout the morning. As part of LEGO New Zealand’s ongoing partnership with the Kindness Collective, LEGO New Zealand will be stocking the Christmas Joy Store’s shelves with LEGO sets for all age ranges, giving parents the opportunity to choose a gift they know their child will love this holiday season. In 2025, LEGO New Zealand celebrates four years of partnership with the Kindness Collective, which provides 30,000 children with the gift of play each year.
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