Minecraft and DC actor Jason Momoa is leading the LEGO Group’s new piece of content for World Play Day.
After a campaign from organisations including the LEGO Group, June 11 is recognised by the United Stations as International Day of Play. Each year the Danish company marks the occasion with activations and marketing, including a new video starring Jason Momoa for 2026.
In the brand video, a group of minifigures are discussing a ‘play deficit’ and how they can turn it around – Jason Momoa steps in to provide some ideas, because he is now a ‘Playmaker’. He crafts a public service announcement using his imagination and – of course – plenty of LEGO bricks.
“Whether I’m with my kids, making movies or jamming with my band, these simple moments of play keep me creative, grounded and connected to the people I love,” the actor says. “Even a few minutes of play can completely shift your day. I think it’s important that kids and families today get the same encouragement to find any opportunity to play and spark moments of imagination, creativity and connection.”
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The actor proved popular with young audiences when he appeared in A Minecraft Movie and will soon appear as Lobo in DC’s Supergirl.
“Play has always been a big part of my life” the actor adds. “My mom encouraged me to get outside, use my imagination, build things with my hands, make cool LEGO builds, be creative, make music, climb, explore, and just be curious about the world. That shaped who I am.
According to the LEGO Group’s survey respondents, almost 9 in 10 parents wish they could play more and 1 in 10 don’t play together as a family at all. The company also claims that five hours of family play a week will significantly boost family happiness and wellbeing.
The survey questioned 30,000 parents and 15,000 children, found that 1 in 5 families cite cost (17%) or lack of safe spaces (23%) as barriers to more family playtime.
“We believe that play is one of the most powerful forces there is – it connects generations, fuels imaginations and reminds us what really matters,” says LEGO Chief Product and Marketing Officer Julia Goldin. “Our Never Stop Playing campaign is an invitation for families to rediscover the magic of playing together, and a reminder that with LEGO play, endless worlds creative possibilities are only ever a few brick clicks away.”
There will be events to mark World Play Day around the world:
In Australia, the LEGO Brick Brigade vehicle will be loaded with LEGO play sets for a tour around Sydney and Melbourne to help families play in a location near them.
In New Zealand, the LEGO Group is teaming up with the Blues Rugby team to get families playing with a giant treasure hunt around the Auckland region to find a one-of-a-kind ball made entirely from LEGO bricks.
In the UK, Sam Thompson and others will be taking to the streets in cities across the country to invite passers-by to take a moment out of their day and play with LEGO bricks.
In South Africa, people will be encouraging families to make a ‘Pledge to Play’, including a building experience at Menlyn Mall on 15th July.
Families will be able to take part in a bespoke World Play Day Make and Take LEGO building activity in selected LEGO Stores globally. Activities will place across Europe and the Middle East on June 6th and across North, Central and South America on 11th June.
LEGOLAND Discovery Centres are planning a month of hands-on building experiences for visitors to 29 locations, showing that the click of two bricks can open a world of playful, creative possibilities.
For those who can’t make it to an activity in person, a range of playful activities, play challenges and inspiration is now available at LEGO.com.