Lego Unveils 2026 Global Holiday Campaign Advert
The 74-second film follows a single brick through the Lego Holiday Workshop and is paired with new research on how parents buy Lego sets.
Updated on Nov. 5, 2026 in Holiday Music
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Have you ever bought a gift partly for yourself?
The Lego Group has unveiled its 2026 global holiday campaign advert, a 74-second film created by Our Lego Agency and directed by Michael Gracey. The campaign is set to Daft Punk's "One More Time" and is accompanied by seven 15-second passion films covering workshop departments.
Why it matters
The campaign and accompanying research point to adult buyers as a significant part of the holiday Lego market, with many parents purchasing sets partly for their own enjoyment. For readers worldwide, it illustrates how toy marketing is increasingly aimed at adults as well as children.
The Lego Group's own research found 24% of parents have bought a set partly for their own enjoyment, 19% have bought a second set to keep, and 11% have kept the set intended as a gift. The survey's sample size and country coverage were not disclosed, so the figures cannot be checked against an independent baseline.
The players
The Lego Group
The Danish toy manufacturer behind the Lego brick system, known for its large fan community and frequent collaborations with film and entertainment properties.
Our Lego Agency (OLA)
The in-house creative agency that produced the holiday advert and its accompanying films for The Lego Group.
Michael Gracey
The filmmaker who directed the 2026 Lego holiday advert, best known for directing the feature film The Greatest Showman.
The details
The 74-second advert, made by Our Lego Agency and directed by Michael Gracey, follows a single 2×4 brick through the Lego Holiday Workshop and is set to Daft Punk's "One More Time." Seven 15-second passion films accompany it, each covering a different workshop department, and Lego Brand Retail Stores were transformed into holiday workshops with festive events.
Timeline
The 2026 holiday campaign advert was unveiled on November 5, 2026.
Market Landscape
The campaign extends the adult-collector positioning Lego built through its Icons and Botanical lines into the holiday gifting season. It frames parents themselves as buyers, a shift that moves the brand's holiday marketing beyond the children's gift market.
Readers who want the holiday products shown in the campaign can find the Lego holiday collection on the brand's website. The Build Together feature in the Lego Builder app works with over 1000 compatible sets, splitting instructions across up to six devices so several people can build at once.
The takeaway
Holiday gift-buying is not only about children: many parents are buying Lego sets partly for their own enjoyment and often keeping them. Shoppers planning seasonal gifts may find that a set chosen for a child is also one they want to build themselves.
Further reading
For more on seasonal releases from film and entertainment brands, browse Holiday Music.
More information
Browse the Lego holiday collection on the official Lego website.
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Have you ever bought a gift partly for yourself?
