LEGO Christmas advert 2026: Daft Punk and Michael Gracey open The LEGO Holiday Workshop

The LEGO Group has launched its global Christmas campaign, The LEGO Holiday Workshop, a 74-second film directed by Michael Gracey of The Greatest Showman and Better Man and set to Daft Punk’s One More Time. It was made by Our LEGO Agency, the company’s in-house creative team, and follows a single red 2×4 brick on its way through a secret workshop until it becomes a present. The film was released on 5 November.

How the film works

Daft Punk minifigures, in their helmets, race through the snow with F1 Academy driver Esmee Kosterman and yeti minifigures, all late for work, and dive through a tiny glowing yellow door. Inside, the brick bounces through the Northern Lights, Heroes, Vehicles and Music departments, picking up powers from Thor, Doctor Doom and Mystique and race-car speed from engineers and two unicorns, according to the LEGO newsroom. ET, Derpy Tiger from K-Pop Demon Hunters and the NINJAGO Twin Titans wave the gift off before the crew turn up at a family’s window, faces pressed to the glass, unable to let it go.

Gracey said he loved “the concept that behind this secret door, there might be an entire world you never knew existed”, as Retail Gazette reported. Seven 15-second films cover other departments, including Gaming, Nature and LEGO Pokémon. In the UK, families can visit a touring LEGO Giftmas Workshop, and the Leicester Square flagship gets an immersive storefront with yetis sorting bricks.

Why it matters

The film is a showroom disguised as a story. Every department is a product range, and the licences on screen, from Marvel to Pokémon, tell parents there is a set for whatever their child already loves. Genevieve Hoey, senior director of global creative at Our LEGO Agency, put the joke at the centre of the brief: “The only hard part? Giving it away.”

That line is aimed at adults as much as children. LEGO’s own survey of 11,001 parents in 11 countries found 24% had bought a set as a gift partly because it would bring them joy too, and 11% ended up keeping the set. Signing Daft Punk, whose LEGO debut the company announced in October, speaks to the same grown-up buyer.

It is a different approach from the UK retailers fighting over toy budgets this Christmas. Argos sells range through nostalgia, while LEGO sells one brand across every interest in a single global campaign, in a quarter when UK advertisers are expected to spend a record £14bn. The risk is that a cast this crowded becomes a parade of IP, and the single brick is what has to hold it together.

See every UK Christmas advert of 2026 so far, with the films, updated as each one launches.