LEGO has released its 2026 holiday commercial, directed by Michael Gracey, the filmmaker behind The Greatest Showman. The ad brings together Daft Punk, E.T. the Extra-Terrestrial, Derpy Tiger from KPop Demon Hunters, Thor, Doctor Doom and the Ninjago Twin Titans. It is set to Daft Punk’s “One More Time.”
The campaign centres on interactive play with family and friends. It follows last year’s holiday ad, which showed a child distracted by doomscrolling before LEGO characters encouraged him to join his sister in building. According to research cited in LEGO’s press release, 89% of people wish they spent more time playing together as a family, and 24% of parents have bought a LEGO set as a gift knowing they would enjoy playing with it themselves.
Featured sets
- Ferrari F2004 & Michael Schumacher: 735 pieces, $89.99
- E.T. the Extra-Terrestrial: 1,226 pieces, $139.99
- Avengers: Doomsday Quinjet: 433 pieces, $59.99
- Derpy Tiger and Sussie Bird: 825 pieces, $69.99
- Lionel Messi: 958 pieces, $79.99
LEGO is extending the campaign to its retail stores worldwide, which have been transformed into holiday workshops. Programmes include Pick a Brick, Build A Mini, Minifigure Factory and the LEGO #BuildToGive initiative, which donates sets to children every year during the holidays.
The ad closes with the line “Give the joy of bricks.”
Source: Billboard
