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LEGO brings some familiar faces — and helmets — together for its 2026 holiday commercial.
Directed by The Greatest Showman filmmaker Michael Gracey, the ad brings together Daft Punk, E.T. the Extra-Terrestrial, Derpy Tiger from KPop Demon Hunters, Thor, Doctor Doom, the Ninjago Twin Titans and more in an action-packed video set to Daft Punk’s “One More Time.”
In the ad, one humble brick becomes the lead character in a fast-moving journey through a workshop full of familiar faces from film, music, sports and the wider LEGO universe, with a message about the simple pleasure of play.
At the heart of this year’s campaign is interactive play with family and friends, and builds on last year’s holiday ad, which featured a child distracted by doomscrolling before LEGO characters inspired him to put down his phone and join his sister in building. This year, the message is all about starting with a single brick and the endless possibilities that come from hands-on creativity, working together and quality time.
Lego
According to research shared in LEGO’s press release, 89% of people wish they spent more time playing together as a family, while 24% of parents admit they’ve purchased a LEGO set as a gift knowing they would enjoy playing with it themselves. The findings give the campaign a timely angle, particularly for families looking for ways to spend more meaningful time together during the holidays.
LEGO is extending the campaign beyond the screen, too. Brick-and-mortar stores worldwide have been transformed into holiday workshops, offering festive experiences through Pick a Brick, Build A Mini, Minifigure Factory and the LEGO #BuildToGive initiative, which donates sets to children every year during the holidays.
Shop the Sets from LEGO’s 2026 Holiday Ad
For shoppers looking to recreate moments from the commercial, several featured sets are available to add to a holiday wish list, such as the Ferrari F2004 & Michael Schumacher build, which includes 735 pieces and costs $89.99. E.T. the Extra-Terrestrial, who made a memorable cameo in the ad, is made up of 1,226 pieces and is selling for $139.99, while the Avengers: Doomsday Quinjet is a 433-piece set priced at $59.99.
Lego
KPop Demon Hunters‘ Derpy Tiger and Sussie Bird made a brief appearance and together make up an 825-piece build for $69.99. Among the stars was also Lionel Messi, whose LEGO set comprises 958 pieces for $79.99. Together, these builds bring the commercial’s mix of entertainment, sports and nostalgia into the home.
LEGO’s holiday message is ultimately about more than what’s underneath the Christmas tree. It’s about making time to build, play and connect. As the ad’s outro reads: “Give the joy of bricks.”
