The Lego Group has revealed its latest Lego Playmaker as actor Jason Momoa, alongside the launch of a new global campaign via Chaos x Magic.
The ‘Never Stop Playing’ campaign with playmaker Momoa, sets out to encourage families to rediscover the joy and power of playing together.
Set to launch on World Play Day June 11, the campaign centres on a hero film directed by Rhys Thomas and created by Lego’s in-house team, Our Lego Agency, alongside Chaos x Magic.
The campaign features Jason Momoa storms into a Lego-built boardroom as the self-appointed “Playmaker”. He delivered a corporate presentation that is less PowerPoint and more brick-building.
“Play has always been a big part of my life. My mom encouraged me to get outside, use my imagination, build things with my hands, make cool Lego builds, be creative, make music, climb, explore, and just be curious about the world. That shaped who I am,” Momoa said.
“Whether I’m with my kids, making movies or jamming with my band, these simple moments of play keep me creative, grounded and connected to the people I love. I think it’s important that kids and families today get the same encouragement to find any opportunity to play and spark moments of imagination, creativity and connection.”
The campaign will roll out over 11 days leading into World Play Day, with activations planned globally. Australian audiences can expect a touring Lego vehicle, while other markets will host public play experiences and in-store building events.
The effort is also tied to the United Nations’ International Day of Play, with Lego employees and volunteers participating in community events aimed at reaching thousands of children worldwide.
Lego Group chief product and marketing officer Julia Goldin said: “We believe that play is one of the most powerful forces there is – it connects generations, fuels imaginations and reminds us what really matters. Our Never Stop Playing campaign is an invitation for families to rediscover the magic of playing together, and a reminder that with Lego play, endless worlds creative possibilities are only ever a few brick clicks away.”
