The LEGO Holiday Workshop

LEGO’s 2026 holiday campaign, “The LEGO Holiday Workshop,” takes viewers behind the scenes of a fantastical brick-making operation, set to Daft Punk’s “One More Time.” Directed by Michael Gracey through Partizan London and Loveboat, the part-animated, part-live-action film follows a single 2x4 LEGO brick as it travels through the workshop, meeting familiar characters from across the LEGO universe in departments dedicated to heroes, vehicles and music before arriving in a LEGO gift bag. Gracey even makes a cameo as his own minifigure.

Created by Our LEGO Agency, the campaign was inspired by research revealing that many parents find LEGO sets just as appealing to give themselves as they are to receive. Twenty-four per cent of parents said they had bought a LEGO set partly because it would bring them joy, while 19% had purchased a second set to keep for themselves and 11% admitted to keeping the gift altogether. The findings prompted the team to explore what makes LEGO “too good to gift” and the fascination surrounding how its bricks are made.

Our LEGO Agency senior director, global creative Gen Hoey, explains that the team decided to turn the manufacturing process into a playful, mythical holiday workshop, giving audiences a glimpse of the world behind the bricks. Gracey was chosen for his collaborative approach and background in visual effects, which made him well suited to the production’s technical and creative demands.

Over 30 weeks, Gracey worked with Framestore to bring the workshop to life while meeting LEGO’s exacting standards for brick design and visual detail. The story gives each character a role as the little brick passes from one to another, connecting otherwise separate LEGO worlds through a shared creation. At its heart, the film celebrates the joy of making something by hand – and the even greater pleasure of giving it to someone else.