The LEGO Group and actor Tom Holland have joined forces to send a powerful message to kids and families worldwide:
never stop playing.
Together, they aim to reignite the playful spirits of kids and families, showing that growing up doesn’t 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, symbolising the moment he chooses to embrace playfulness. He portrays a range of characters, each of whom reminds us about the power of play and brings 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.
“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.
“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.
This announcement followed new research commissioned by the LEGO Group, which revealed that as kids start to come of age, 44 percent feel the pressure to grow up quickly, and 48 percent 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 friends and family have told 24 percent of children that it is uncool to play either often or very often.
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 shows 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, a megaphone, and the full-sized LEGO Botanicals custom suit worn by Tom.
