New Rebuild the World short film released, starring Tom Holland!
Posted by TheBrickPal,
LEGO has launched a new short film for their Rebuild the World ad campaign, which stars Spider-Man himself, Tom Holland!
The press release and video follow:
Lights, Camera, Play! Tom Holland and his brothers join forces with the LEGO Group to inspire kids and families to never stop playing
Billund, Denmark – 2nd September 2025: The LEGO Group and actor Tom Holland, known for his iconic role as Spider-Man in the Marvel Cinematic Universe and his performances in films like The Impossible, Spies in Disguise and Avengers: Endgame, have come together to send a powerful message to kids and families around the world: never stop playing. Together they want to reignite kids and families’ playful spirits and show that growing up doesn’t have to mean giving up on creativity and play.
To help spread the message, Tom Holland stars in an anthemic new short film titled Never Stop Playing. Set to a swaggering ‘High Voltage’ score by rock legends AC/DC, the film is a vibrant blend of fun, playfulness and humour. Whether you're a kid or just young at heart, the film is the LEGO Group’s rallying cry to keep our imagination and playful spirit alive. ‘Never Stop Playing’ is part of the LEGO Group’s annual Rebuild the World campaign, which celebrates the positive impact of creativity and play.
Throughout the film Tom clicks two LEGO bricks together, symbolizing the moment he chooses to embrace playfulness. He portrays a range of characters, that each remind us about the power of play and bring a much-needed sense of fun back into the world. From dazzling as a superstar footballer (The Gamechanger) to sharing wisdom as an entrepreneur (The Innovator), bringing excitement to a subdued gallery (The Creator), transforming into an undercover LEGO minifigure, or even portraying an uptight boss who has forgotten how to have fun - Tom shows that play is always a choice, regardless of our age or stage in life.
The short film also features a variety of LEGO brick-built props, including a pair of custom-made rocket-powered shoes, a vibrant garden that bursts with creativity and imagination, a LEGO brick Phoenix that he builds mid-flight, and super-sized brick-built footballs, megaphones, wildlife and more.
Tom Holland said: “I loved building with LEGO bricks as a child. 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.”
Fans will also spot Tom’s real-life brothers, Sam and Harry, making a surprise appearance in the film as the trio comes together to celebrate a simple, joyful truth: staying playful connects us all.
Today’s announcement follows new research commissioned by the LEGO Group, which revealed that as kids start to come of age, 44% feel the pressure to grow up quickly, and 48% admit they’ve stopped playing with certain toys or activities as they’ve been told they’re ‘childish’ or ‘babyish’. The survey, which quizzed 20,000 parents and children aged 6-16 across 10 countries, found that 24% of children have been told by friends and family that it is uncool to play either often or very often.
The film was directed by Los Pérez (Tania Verduzco and Adrián Pérez) through Biscuit Filmworks, the award-winning creative duo known for their bold visual style, adrenaline-charged storytelling, and standout art direction. With a track record that includes top-tier brands like Apple, Coca-Cola, and Xbox - and collaborations with stars like Selena Gomez, Uma Thurman, ASAP Rocky and Doja Cat - Los Pérez have brought their signature spark to the LEGO brand’s world of play.
Julia Goldin, Chief Product and Marketing Officer at the LEGO Group said: “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. 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.”
Tom is the latest Playmaker to be announced by the LEGO Group, joining a powerhouse group of global artists and creatives. This team of Playmakers embody curiosity, courage and creativity, and show what’s possible when we stay open to imagination – qualities that Tom exemplifies every day.
From September 2025, real-life LEGO builds featured in the Never Stop Playing film and worn by Tom Holland himself will take pride of place in an exhibition at LEGO House for visitors to enjoy, including a brick-built football, wildlife, megaphone, and the full-sized LEGO Botanicals custom suit, worn by Tom.
What do you think? Let us know in the comments below!
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27 comments on this article
That's a lot of money spent on an ad campaign! I can see that Lego is trying to reach a wider customer base, but personally I've never been told that Lego is childish, I just grew out of it during my teen years. In the end though, our hobbies are heavily influenced by nostalgia so that's how many of us got roped back in.
Best ad I've seen Lego produce in a while!
Near the end of that video, on a generic desolate sci-fi planet, amidst an army of generic action figures, there is a giant (possibly mechanized?) LEGO crab, strumming a giant LEGO electric guitar that shoots flames out of the end of its neck, while Spiderman stands atop brandishing an off-brand lightsaber.
Cool. I guess.
(Also nice that they let Holland use his native accent for once.)
I saw the ad, and I'm not into it. I didn't get the message I guess... But I have and will keep playing nonetheless.
Was that seriously him in the fatsuit and baldcap?
The RLFM and fan blogs are doing much more advertising for less money than this short clip is doing. But those who make record profits can throw out more money out the window, instead of investing in part and print quality or lowering prices.
I literally saw this ad when watching the news last night. Almost never happens down here.
Daft and way too noisy.
So that's where the profit goes!
Strange, I thought Tobey Maguire looked quite different.
Seriously though, over the past years there has never been a LEGO commercial on TV here.
Now suddenly, as alternatives are getting traction (despite TLG's constant legal efforts), LEGO fires up the commercials big time. I wonder why...
;-)
Now, I know the exact big, ugly, rubber stamp that head of Lego Star Wars uses when designers come to him with playful, fun, fan service ideas like: dual-molded legs, reasonable prices, cloth kamas, reasonable prices, arm printing, extra time to ensure Clone Trooper designs are correct, reasonable prices, an extra coat of paint for dark surfaces, color-accurate stickers, reasonable prices, models sized to allow for fun play with minifigs, reasonable prices, etc., etc., etc.
"NO!!"
"NO!!"
"NO!!"
"NO!!"
I wonder if he wears a tight Winchester shirt and braces whilst sitting at a big, long conference table?
It's amazing that Lego has absolutely no sense of irony in their depictions of corporate culture during this period when they are clearly gouging their customers.
I'm feeling like my time of playing around accumulating Lego is rapidly nearing its end.
So we're calling ads "films" now? OK.
Read that as "an anaemic new short film"...
Wonder if they release limited mini figs of all the characters he plays including removable wig!
But did Tom spoil any important details about the next MCU project? That's the only reason I'd sit through the ad.
@patch said:
"Read that as "an anaemic new short film"..."
I glanced at the paragraph and thought it said “an antisemitic new short film”!!
I thought Kanye West was involved, for a second!….
That advert was …. Strange!
Not sure exactly what I’ve just watched …. Or why ….. Even after reading the article first!
Marketing / advertising types are certainly amongst the stranger creatures on this planet.
"Set to a swaggering ‘High Voltage’ score by rock legends AC/DC... No, that's Iron Man, not Spider-Man.
“I loved building with LEGO bricks as a child." I wonder if Lego had to tell him, "No, Tom, they're called 'Lego bricks," not 'Legos!'"
@Lvl said:"That's a lot of money spent on an ad campaign! I can see that Lego is trying to reach a wider customer base, but personally I've never been told that Lego is childish, I just grew out of it during my teen years. In the end though, our hobbies are heavily influenced by nostalgia so that's how many of us got roped back in."
I was never told "You're too old for toys!" either, and neither did I ever really have a Dark Age, just a Dim Age. So I did rediscover a love of the brick, but that flame had never truly gone out, it just wasn't burning as brightly as it once had and would again.
@BLProductions said:"(Also nice that they let Holland use his native accent for once.)"
Yeah, I'd sort of forgotten that Tom's British.
@lemish34 said:"That advert was …. Strange!"
No, it starred Tom Holland, not Benedict Cumberbatch.
You know, I'm fairly frustrated with LEGO's poor quality control, high prices, unimaginative dependence on IP, and on top of that OH SHOOT WAIT IS THAT TOM HOLLAND YAY I LOVE THE MAN OF SPIDERS HE'S IN THINGS I LIKE what was I saying again it probably wasn't important
I kind of love the Botanicals suit he's wearing. Not sure how I feel about the hair and makeup in that scene but the outfit is awesome!
how about investing in better piece and print quality instead of useless ads?
How much money?
Remember that article with the employee describing how printing set up for pieces costs too much?
Love the AC/DC track. Not really sure what the ad is trying to tell me.
The press releases are starting to read more and more like a kid asking a LLM to write their book report for school.
@sipuss said:
"So we're calling ads "films" now? OK."
Technically, if one wants to be annoying and pedantic, any filmed advertisement is a short film.
Why is Brickset covering what's pretty much just one of 2,000 braindead videos on the LEGO YouTube channel
The ad was really fun. When you make 34B Kroner in the first half of the year, you can afford an A list celebrity in an ad. =)