It’s the time of year when Christmas advertising kicks into high gear and the LEGO Group is celebrating the season with a new special message.
It’s already November and the festive season is fast approaching as Christmas songs start to play in stores and people begin looking for the perfect presents (remember, a monthly LEGO magazine subscription is perfect for the fan who has everything). While the holidays are associated with getting together to share the festive spirit, it can sometimes be easy to forget the magic of the season. So the LEGO Group’s promotional video for 2025 asks a very important question – “is it play you’re looking for?”
It follows the story of 12 year old Eddie who has forgotten the magic of Christmas and playing with his family, choosing to lock himself in his room and be glued to his phone instead (remember, magazines are a great way to break away from the scroll…). However, his younger sister is determined to bring back the magic through LEGO bricks. She brings Cataclaws to life and the festive feline leads a group of minifigures to encourage Eddie to rejoin his family.
The new advert features a playful remix of Lionel Richie’s classic Hello, which charted in 1984. It is sung by a group of minifigures, playfully called the LEGO Holiday Choir, with the lyrics swapped around to fit the theme, including the main chorus changing to “Is it play you’re looking for?” There are also plenty of other entertaining changes, including references to stepping on LEGO bricks and a fun cameo by Luffy from ONE PIECE as well as Darth Vader from Star Wars, Iron Man and Hulk from Marvel, Glinda and Elphaba from Wicked.
It is trying to send the message that by missing out on play, families can also miss out on the chance to create memories together. Directed by Steve Tyson and produced by Our LEGO Agency, the advert was made by five talented builders using over 97,000 bricks to make the stage, train station, dragons, and disco helicopters. The animation studio beEpic then worked to bring the minifigure choir to life using more than 220 different characters.
“This holiday season, we’re inviting families to dive into a world of imagination and fun! Our LEGO Holiday Choir is here to remind everyone about celebrating the joy of play and the magic that happens when we come together,” explains Our LEGO Agency Senior Vice President and Head Nic Taylor. “We hope families jump into the world of play, where laughter is the soundtrack and imagination knows no bounds, to create unforgettable experiences together.”
This year’s main two Christmas sets are 10361 Holiday Express Train and 41843 Family Christmas Tree Decoration.
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“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,’ adds Senior Vice President Global Brand Development Remi Marcelli. “We hope to inspire families everywhere to embrace their creativity and share special moments that will last a lifetime.”
The advert will coincide with the LEGO Group’s annual Build To Give campaign which begins on November 11, 2025. It asks LEGO fans to help share the power of play with children in need by building a heart out of bricks and sharing it under the hashtag #BuildToGive. For each person who builds a heart at any LEGO Store, LEGOLAND Park, LEGOLAND Discovery Centre or at home and shares to social media or the LEGO Play app, the LEGO Group will donate a set to a child in need.
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