LEGO Japan Co., Ltd. Short Film “Never Stop Playing – For Those Who Are Moved” Released on Tuesday, September 2, 2025 Lego Japan Co., Ltd. Press Release: September 2, 2025 To Members of the Media Short film “Never Stop Playing – For Those Who Are Moved” will be released on Tuesday, September 2, 2025. The LEGO Group launches a brand campaign to communicate the value and importance of play. This year, Tom Holland appears as a playful “playmaker.” LEGO Japan Co., Ltd. (CEO: Michael Ebbeson / Location: Minato-ku, Tokyo; hereinafter LEGO Japan) is launching “Rebuild the World,” a global brand campaign promoting the importance of play. The campaign features world-renowned actor Tom Holland, known for his starring role in the Spider-Man trilogy in the Marvel Cinematic Universe, as the “Playmaker,” and will release the short film “Never Stop Playing” on Tuesday, September 2, 2025. The short film and visuals will also be featured in TV commercials, digital ads, and transit ads, primarily in the Shibuya area of Tokyo.
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“Playmakers” refers to artists and creators from around the world who embody creativity, curiosity, and courage, demonstrating the possibilities that lie beyond freeing the imagination. ■ Tom Holland’s real-life brother also appears in the short film “Never Stop Playing” The short film “Never Stop Playing” was created by the award-winning creative duo Los Perez. Set to the background music of rock legend AC/DC’s song “High Voltage,” the film contains an anthemic message from the LEGO Group calling on people of all ages to maintain their creativity and playfulness. This short film sends a powerful message of “never losing your creativity and playfulness,” while also awakening the playful spirit within everyone. The opening scene shows Tom Holland snapping two LEGO® bricks together, symbolizing his determination to “reclaim playfulness.” Throughout the film, Tom Holland transforms into a variety of characters, including a star soccer player, an entrepreneur, a creator who brings life to a museum, and even a LEGO® minifigure of an undercover detective. He also plays a strict boss who has forgotten how to play, demonstrating that “play is always an option,” regardless of age or position. Tom Holland’s twin brothers, Sam and Harry, also make a surprise appearance, further conveying the message that “maintaining a playful spirit connects us.” The film also features numerous unique props made from LEGO® bricks. The video is filled with playful items such as custom-made rocket shoes, a colorful garden where creativity and imagination flourish, a phoenix made of LEGO(R) blocks being assembled in mid-air, a large soccer ball, a megaphone, and wild animals.
https://prcdn.freetls.fastly.net/release_image/48417/203/48417-203-9c6d529d65697fcc87e04a0b34a868df-1801×2700.jpg ＜Tom Holland’s Comment＞ Ever since I was a child, I’ve loved playing with LEGO® bricks. My siblings and I would turn our living room into a dinosaur jungle, build race courses for cars we built out of LEGO® bricks, and create our own worlds. It was so much fun to relive those memories during this shoot.
https://prcdn.freetls.fastly.net/release_image/48417/203/48417-203-c01d13217faeca3835fe61fac343741b-1920×1080.jpg It’s also really cool to be a part of the “Playmakers” through this campaign. No matter how busy I’ve been, I’ve never stopped playing, and I don’t plan to stop. I hope that this campaign’s short film conveys that play is a way to express yourself, regardless of age. For me, play has always been an important part of exploring the world and embracing the environment around me. Whether I’m on set or spending time with my siblings and friends, I try to incorporate an element of play into everything I do. Comment from Julia Goldin, Chief Product and Marketing Officer, LEGO Group This campaign communicates the importance and value of creative play. “Play has the power to spark imaginations, build confidence, and reconnect us with what’s truly important, not just for children but for adults too, whether we’re 8 or 80. I’m thrilled to be working with Tom Holland as our newest Playmaker to demonstrate that play is powerful and essential at any age.” This online survey was conducted by market research company OnePoll at the request of the LEGO Group. • Sample size: 20,000 people • Survey countries: 10 countries (UK, US, France, Germany, Australia, Czech Republic, China, Japan, Mexico, Poland) • Survey participants: Children aged 6-16 and their parents • Survey period: February 3, 2025 to February 24, 2025 • Research Methodology: Internet research ■About the LEGO Group
https://prcdn.freetls.fastly.net/release_image/48417/203/48417-203-354d9974fa491a0dd04a35b3acacfa20-79×79.png Through the power of play, the LEGO Group’s mission is to nurture the leaders of tomorrow who will shape the world of tomorrow. The LEGO System in Play, comprised of LEGO® bricks and building blocks, is a playful tool that allows children and adults alike to build, reshape, and reinvent anything they imagine. The LEGO Group was founded in Billund, Denmark in 1932. Its founder is Ole Kirk Kristiansen. The name LEGO comes from the Danish phrase LEg GOdt, which means “play well.” Today, the LEGO Group remains a family-run business
headquartered in Billund, and its products are sold in over 120 countries worldwide. LEGO Japan Official X (formerly Twitter): https://x.com/LEGO_Group_JP LEGO Japan Official Instagram:
https://www.instagram.com/legojapan_official/ LEGO Japan Official Facebook: https://www.facebook.com/legojp/ LEGO Japan Official LINE: @lego_japan Product lineup: https://www.lego.com/ja-jp/themes
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