LEGO’s 2026 Holiday Campaign Features Daft Punk, Marvel, KPop Demon Hunters and a Separate Pokémon Short

LEGO is bringing a huge assortment of its licensed characters and collectible worlds together for the 2026 holiday season, with a new global campaign that includes Daft Punk, Marvel characters, KPop Demon Hunters, NINJAGO, E.T., Formula 1 and Pokémon. The centerpiece is a 74-second holiday film titled The LEGO Holiday Workshop, directed by Michael Gracey, whose credits include The Greatest Showman and Better Man. Set to Daft Punk’s “One More Time,” the ad follows a single 2×4 LEGO brick as it moves through a secret workshop where characters from different LEGO themes help transform it into a holiday gift.

Daft Punk gets a prominent role from the opening moments. LEGO minifigure versions of the duo, wearing their trademark helmets, race through the snow alongside LEGO F1 Academy driver Esmee Kosterman and Yeti minifigures before entering the workshop through a glowing yellow door. The brick then travels through departments devoted to the Northern Lights, heroes, vehicles and music.

The Heroes section brings together several Marvel characters, with Thor, Doctor Doom and Mystique using their powers on the traveling brick. It then moves into the Vehicles department, where engineer minifigures and two unicorns give it race-car acceleration before it reaches the Music department and flies above a Daft Punk concert staged inside an LED pyramid.

The crossover grows even larger toward the end of the film. LEGO says E.T., Derpy Tiger from KPop Demon Hunters, the NINJAGO Twin Titans and other minifigures are among the characters reluctantly saying goodbye to the finished creations as they are sent out into the world as gifts. The workshop crew ultimately follows one gift to a family’s home because they cannot quite bring themselves to let the LEGO bricks go.

LEGO is extending the campaign beyond the main advertisement with seven 15-second films focused on different areas of the company’s lineup. The short films cover Adventure, Discovery, Gaming, Nature, New Stories, LEGO Pokémon and Vehicles, giving additional LEGO characters and products a place in the holiday campaign.

That Pokémon inclusion is especially notable for collectors as LEGO continues preparing for the arrival of its LEGO Pokémon line. Rather than limiting the holiday campaign to long-established themes, the company is using the short-form films to showcase both existing LEGO properties and newer worlds entering the portfolio.

The campaign is also moving into LEGO’s physical retail stores. LEGO Brand Retail Stores around the world are being transformed into Holiday Workshops with seasonal activities including Pick a Brick, Build A Mini, Minifigure Factory experiences and LEGO #BuildToGive. The company’s flagship stores on Fifth Avenue in New York and Leicester Square in London will feature immersive storefront displays showing Yetis sorting bricks, inspecting builds and preparing gifts. LEGO says the displays will change as day turns to night.

Other countries are receiving their own holiday experiences. In Japan, LEGO is planning a traveling Christmas ornament-building experience, a build-inspired movie starring Daisuke Sakuma and events at LEGO Certified Stores. Australia will get a holiday playground at Sydney’s Pitt Street Mall with a giant brick-built Christmas tree, while the United Kingdom will host an interactive touring LEGO Giftmas Workshop. Canada and Mexico will feature Make + Take events and Santa Claus parades in select cities.

In the United States, LEGO says fans will be able to participate in holiday build nights led by Brick Specialists. Minifigure Machines will also be used to collect vouchers for a free minifigure at participating LEGO Stores, adding another physical collectible element to the holiday campaign. LEGO is also promoting its Build Together feature in the LEGO Builder app, which can divide instructions for more than 1,000 compatible LEGO sets across as many as six devices. The company says the feature is intended to encourage families to build the same set together during the holidays.

The LEGO Group’s 2026 holiday campaign will run across advertising, short-form films, retail stores and in-person holiday experiences around the world.