Spider-Man star Tom Holland leads a new brand video from the LEGO Group titled Never Stop Playing.
Tom Holland, the actor known best for Spider-Man but whose credits also include Uncharted and The Impossible, is the lead character in a fast-paced new brand video from the LEGO Group that ties into the company’s Rebuild the World marketing campaign.
In Spider-Man: No Way Home, Peter Parker and his buddy Ned had memorably been building (and destroying) 75159 Death Star from LEGO Star Wars.
AC/DC’s High Voltage scores the content, which has been created to encourage people to “keep our imagination and playful spirit alive.” It was directed by Biscuit Filmworks’s Tania Verduzco.
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In the two-minute video, the actor is on the set of a sci-fi extravaganza when he realises that the line “stop playing” doesn’t sit right with him. When he picks up two LEGO bricks and places them together back to back, he reappears as a footballer (interviewed by his brothers), where putting two bricks back to back sees him on the pitch kicking a LEGO football.
Tom Holland then reappears on a stage in a similar way to a tech CEO, where he encourages play and takes off on a pair of rocket boots. His next transformation is as an older man, whose plants turn into LEGO elements as he waters them. Finally, he appears as a miserable business leader who ignores the pleases of his minifigure doppelganger to be playful.
In the closing seconds, the 29-year-old flies on a phoenix before appearing in an art gallery, where he adds LEGO chaos to the quiet space, before returning to the original sci-fi setting – where now he stands atop a giant crab playing the guitar.
The characters he portrays in the video are named the Gamechanger, The Innovator and the Creator. Brick-built props appear throughout, adding colourful chaos to each scene.
Tom Holland said: “I loved building with LEGO bricks as a child,” says Tom. “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!
“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.”
According to a survey of 20,000 people commissioned by the LEGO Group, 44% of children feel pressure to grow up quickly and 48% stop playing with certain toys or activities as they’ve been told they’re ‘childish’ or ‘babyish’.
“This campaign was created to shine a light on and reinforce the importance of creative play — not just for children, but for families and adults alike,” says LEGO Chief Product and Marketing Officer Julia Goldin. “We believe that play transcends age; whether you’re 8 or 80, it has the remarkable ability to spark imagination, build confidence and reconnect us with what truly matters. With Tom Holland joining us as our newest Playmaker, we are thrilled to demonstrate that play is timeless, impactful, and more essential than ever.”
This month, fans can see real-life LEGO builds that feature in the Never Stop Playing content at LEGO House in Billund, Denmark. Items on display include a brick-built football, wildlife, megaphone, and the full-sized LEGO Botanicals custom suit, worn by Tom.
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