Lego Christmas ad spotlights power of play with classic Lionel Richie tune

The Lego Group has highlighted how creative play can strengthen family bonds in its 2025 Christmas ad.

Created by Our Lego Agency, “Is it play you’re looking for?” follows 12-year-old Eddie, who has forgotten the magic of play and prefers the solitude of his room over the joy of family fun.

In a bid to bring the family together, his younger sister clicks some Lego bricks together and brings to life the mischievous Cataclaws, who appeared in last year’s festive film, as well as a mass of Lego minifigures.

They perform a remix of Lionel Richie’s Hello, as the Holiday Choir reimagines the 1984 power ballad with a twist, asking the world: “Is it play you’re looking for?”

The choir is made up of hundreds of minifigures representing the Lego Group’s universe, featuring characters from the likes of Star Wars, Wicked, Ninjago, Friends and more.

By the end of the film, Eddie succumbs to the world of play and sits down with his sister to build something together.

In partnership with the Lego Global Brand Development Team, the short film showcases the creativity of five builders who used more than 97,000 Lego bricks to construct the main stage, complete with a railway station, smoke dragons and disco helicopters. 

The animation studio beEpic brought to life more than 220 individual Lego minifigures and 27 vehicles, with music by Walker Studios. 

The film was directed by Steve Ayson through Zauberberg Productions and created by Julie Koch, Thomas Borghus, Hannah Craig and Martin Peterson.

Nic Taylor, senior vice-president and head of our Lego Agency, said: “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. 

“We hope families jump into the world of play, where laughter is the soundtrack and imagination knows no bounds, to create unforgettable experiences together.” 

The Christmas campaign coincides with the Lego Group’s annual “Build to give” initiative, which begins on November 11 and encourages people to build a heart from Lego bricks and share it using the hashtag #BuildToGive. 

By building and sharing a heart at Lego Stores, Lego Land Parks, Lego Land Discovery Centres, on social media, or via the Lego Play app before 31 December, people can help support the Lego Group’s commitment to donating Lego sets to children in need of play.

Remi Marcelli, senior vice-president of global brand development from the Lego Group, added: “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. 

“We hope to inspire families everywhere to embrace their creativity and share special moments that will last a lifetime.”