LEGO ‘NEVER STOP PLAYING’

We saw a drop-off as kids hit the tween years: they still like LEGO, but worry it’s ‘for little kids.’ As tweens 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’. Our answer was a campaign that met their attitude head-on and proved play doesn’t have an age. LEGO play is forever—and staying playful is the coolest move. This is a global brand campaign, that is currently rolling out across all markets, and consists or film, social, outdoor and a Snapchat collboration.

How we are appealing to a tween audience with attitude and vibes.

Tom Holland, AC/DC and a LEGO® brick click? Now that's high-voltage fun⚡

Our latest LEGO film, Never Stop Playing, is an electrifying, brick-blasting short film that asks the age-old question: To play or not to play?

From the very first brick click, every frame is bursting with LEGO brick magic, from rocket-powered sneakers to a Phoenix built mid-air. 🐦‍🔥

And with the one and only Tom Holland starring as the ultimate Playmaker, you better believe there’s some entertainment in store! Over the course of just two minutes, Tom shapeshifts into nine unforgettable characters, each a reminder that play can be a force for creativity, courage, and connection.

Role: Creative.