Tom Holland and LEGO Group launch "Never Stop Playing" campaign
Actor Tom Holland has partnered with The LEGO Group for the "Never Stop Playing" campaign. The initiative aims to remind children and families about the importance of creativity and play, regardless of age.
BILLUND, DENMARK – September 2, 2025 – The LEGO Group has teamed up with actor Tom Holland to promote the message "Never Stop Playing" to children and families worldwide. The initiative seeks to reignite playful spirits and demonstrate that growing up does not necessitate abandoning creativity and play.
The campaign features a new short film, "Never Stop Playing," starring Tom Holland, set to music by AC/DC. The film showcases Holland portraying various characters, emphasizing the power of play. His brothers, Sam and Harry Holland, also make an appearance. This effort is supported by new research commissioned by The LEGO Group, which indicates that many children feel pressured to grow up quickly and stop playing with toys deemed too childish.
"Never Stop Playing" is part of The LEGO Group's annual Rebuild the World campaign, celebrating the impact of creativity. The film includes numerous LEGO brick-built props and encourages viewers to maintain their imagination and playful spirit. Holland joins The LEGO Group's "Playmaker" program, a group of global artists and creatives.
"I loved building with LEGO bricks as a child. It was fun to relive those memories," Tom Holland stated. He hopes the film illustrates that play is a way to express oneself at any age. Builds featured in the film will be exhibited at the LEGO House starting September 2025.