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The LEGO Group has launched a global 2026 holiday campaign anchored by a 74-second advert set to Daft Punk’s “One More Time.” The film brings together characters including E.T., Thor and K-Pop Demon Hunters; the campaign also includes short videos, store activities and company-reported research on family play.
The LEGO Group has unveiled its 2026 global holiday campaign, led by a 74-second advert in which a single LEGO brick travels through a festive workshop alongside characters including Daft Punk, E.T. the Extra-Terrestrial and Thor. The campaign also includes seven shorter films and seasonal activities at LEGO Brand Retail stores worldwide, extending the advert’s gift-giving and family-building theme into stores.
Directed by Michael Gracey, the advert is set to Daft Punk’s “One More Time.” It follows a 2×4 LEGO brick as it passes through workshop departments called Northern Lights, Heroes, Vehicles and Music. The brick encounters characters from different entertainment properties and LEGO worlds, including K-Pop Demon Hunters, Doctor Doom and the NINJAGO Twin Titans, before becoming part of a gift.
The story ends as a young girl begins to unwrap the present. The workshop crew appears at her window, reluctant to part with the creation, and ultimately joins the family to build together. The LEGO Group describes the spot as an invitation for families to enter the holiday workshop; its plot and character appearances are confirmed in the campaign description, while the broader message about creativity reflects the company’s stated intent.
The campaign’s supporting material includes seven 15-second films focused on Adventure, Discovery, Gaming, Nature, New Stories, LEGO Pokémon and Vehicles. LEGO says its retail stores worldwide are also taking on a holiday-workshop theme, with activities including Pick a Brick, Build A Mini, Minifigure Factory experiences and LEGO #BuildToGive. The latter invites participants to build a LEGO heart as part of an initiative supporting children through play.
A Holiday Campaign Across Screens and Stores
The campaign connects a high-profile entertainment-led advert with in-person retail activities and a range of shorter videos, giving LEGO several ways to reach families during the holiday shopping period. The collection of characters from different properties is also central to the film’s premise: a single brick moves between worlds before bringing characters and a family together around a build.
The company is pairing the campaign with research about family play and gift choices. LEGO reports that 89% of families wish they spent more time playing together. It also says 24% of surveyed parents bought a LEGO set partly because they would enjoy it, 19% bought a second set to keep, and 11% kept a set rather than giving it away. These figures offer the company’s rationale for a campaign built around both giving and the temptation to keep a gift; the supplied report does not provide the survey’s sample size or methodology.
For shoppers, the announced store activities and online Holiday collection provide routes to engage with the campaign beyond watching the advert. The company says additional activations are planned in markets including Japan, Australia, the U.K., Canada, Mexico and the U.S.
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One Brick Links Many Worlds
The central creative choice is to tell the advert through the journey of one small 2×4 brick, rather than follow a single character. As it moves through different departments, it encounters a mix of LEGO-associated characters and licensed entertainment figures. The final shared build turns that journey into a story about making and giving.
The LEGO Group says the campaign follows a newly announced partnership with Daft Punk, whose song “One More Time” provides the soundtrack. The supplied source does not specify the partnership’s full scope or whether it covers activity beyond this campaign. It also does not identify the individual products shown in the film, apart from directing shoppers to the LEGO Holiday collection at lego.com.
““Like building, this iconic song connects generations and celebrates the power of creativity to bring people together and lose themselves in the moment.””
— Remi Marcelli, senior vice president of Global Brand Development at The LEGO Group
Survey Details and Partnership Scope
The supplied campaign report does not say how the family research was conducted, when it took place, how many people took part or which markets it covered. The percentages should be read as figures reported by LEGO, not as independently verified findings or as representative of all families.
Details of the Daft Punk partnership beyond the song’s use in the advert are also not specified. The report does not give dates, locations or full schedules for the planned retail activations, nor does it list every product featured in the film. Further information on those points has not been provided in the source material.
Store Events and Holiday Shopping
LEGO says holiday activities are planned at Brand Retail stores worldwide, with further activations in markets including Japan, Australia, the U.K., Canada, Mexico and the U.S. The company has not provided a detailed schedule in the supplied report, so shoppers will need to check local store information for dates and availability.
Products featured in the advert are available through the company’s LEGO Holiday collection at lego.com, according to the campaign announcement. The seven short films and the main advert form the campaign’s video rollout; additional details on future promotions or events have not been announced in the source material.
Key Questions
What is the LEGO Group’s 2026 holiday campaign?
It is a global holiday campaign centered on a 74-second advert about a LEGO brick traveling through a festive workshop. The company is also releasing seven short films and running seasonal retail activities.
Which characters appear in the advert?
The campaign description names Daft Punk, E.T. the Extra-Terrestrial, K-Pop Demon Hunters, Thor, Doctor Doom and the NINJAGO Twin Titans, among others.
What song is used in the film?
The advert is set to Daft Punk’s “One More Time.” The LEGO Group describes the campaign as following a newly announced partnership with Daft Punk, but the supplied report does not detail the partnership’s wider scope.
What activities are planned at LEGO stores?
The company says stores worldwide will host seasonal activities including Pick a Brick, Build A Mini, Minifigure Factory experiences and LEGO #BuildToGive. Dates and availability may vary by location; a detailed schedule was not included in the source material.
What did LEGO’s family research find?
LEGO reports that 89% of families wish they spent more time playing together. The company also reports figures about parents buying or keeping LEGO sets, but the campaign report does not provide the survey’s sample size or methodology.
Source: toybook.com
