"Is It Play You're Looking For?"

6 November 2025

90s

You're all I ever wanted.

Who knew Lego were such big Lionel Richie fans? It's only a matter of time before he gets his own minifigure, we reckon. For its 2025 Christmas ad, the brand uses 'Hello' as a plea for seasonal togetherness and old-school play. When a young boy ignores his sister and goes to his room, more toys than you can shake a brick at leap into action.

Like a sea of plastic ants, they carry the boy from his bed to the front room. Not only is it a fun blend of live-action and animation, but it also reminds us how many gosh-darned themes Lego has licensed over the years, from Star Wars to Marvel, DC to Wicked, and more. Director Steve Ayson ensures it's not too much of a corporate flex, however—most of the weird and wonderful cast are from regular sets.

We hope it's not a blanket ban on alone time (even the most wonderful time of the year is a bit much for some). The brand does want viewers to put down those smart devices and spend as much time in the present as possible... the best way to make memories brick by brick.

Global

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