From Blockbuster to Blocks – Jason Momoa Becomes Latest LEGO Playmaker!

The LEGO Group has dubbed Jason Momoa the latest LEGO Playmaker, helping millions of families rediscover the power of play with the LEGO!

The blockbuster actor is the latest Hollywood star to take on the mission to help reverse the growing play deficit affecting families globally. Whilst parents universally recognise the importance of Play, modern pressures on time and attention leave less room for it than ever before. Nearly 9 in 10 (89%) parents wish they could play more, with one in 10 (9%) – over 60 million families globally – admitting they don’t play together at all. The latest LEGO advertising campaign, previously fronted by Tom Holland, is presented by Jason Momoa, who is turning his playful mindset into powerful motivation for families.

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. – Jason Momoa

Watch the insightful video below and read more in-depth what the campaign entails via the official press release. 

Official details:

From blockbuster to boardroom: Jason Momoa takes on his boldest role yet helping millions of families rediscover the power of play with the LEGO Group.

Ahead of World Play Day on June 11th, new research finds that just five hours of playtime a week boosts family happiness and wellbeing, but almost half (44%) of families globally are not hitting this joy-bringing threshold.

Play develops vital skills like creativity, resilience and confidence that benefit children both now and in the future.

But with over 60 million families reporting not playing together at all(1), actor and new LEGO® Playmaker Jason Momoa has embarked on his latest quest – to encourage families to make everyday moments more playful.

World Play Day is the LEGO Group’s annual celebration of the UN’s International Day of Play, a day dedicated to celebrating and protecting children’s right to play.

BILLUND, DENMARK, JUNE 1 2026: The LEGO Group has today announced its latest LEGO® Playmaker, actor and play maestro Jason Momoa, who is on a mission to help reverse the growing play deficit impacting families globally.

While parents universally recognise the importance of play(2), modern pressures on time and attention leave less room for it than ever before. Nearly 9 in 10 (89%) parents wish they could play more, with one in 10 (9%) – over 60 million families globally – admitting they don’t play together at all.

But the findings should also provide reassurance to parents. The research found that just five hours of family play a week is enough to significantly boost family happiness and wellbeing(3). That’s less time than many families spend watching TV or scrolling on phones each week(4).

Mission: Never Stop Playing

However, globally, almost half (44%) of families aren’t playing together enough to reap these vital benefits. The LEGO Group’s latest Never Stop Playing campaign is setting out to close this gap with playmaker Jason’s help. His mission – encouraging families to rediscover the joy and power of playing together. His masterplan – revealed in a fun, public service announcement-style video. His tool – a brick click, the simple act of clicking two LEGO bricks together to open a world of playful, creative possibilities.

Jason is turning his playful mindset into powerful motivation for families: “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.”

“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. Even a few minutes of play can completely shift your day. 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 play paradox: more important than ever but harder to find.

Jason’s PSA couldn’t come at a better time. The research, conducted among 30,000 parents and 15,000 children aged 5 – 12 globally, found that while parents increasingly recognise play as essential for children’s wellbeing and happiness(5), work, screentime and household chores are squeezing it to the margins(6). One in five families also cite cost (17%) or lack of safe spaces (23%) as barriers to more family playtime.

At the same time, families are spending more time on screens than playing together each week, highlighting the growing competition for attention in modern life(7).

The stakes of not playing enough feel high for parents. With 61% saying their child plays less than they did when younger, almost three quarters (>70%) worry that the current play drought will significantly impact their child’s future success and wellbeing.

Children are feeling the effects too. Over a quarter (28%) say they are not happy with how much they play, with a staggering 21% not playing at all.

When families do play though, it brings them superpowers – over 9 in 10 parents say it builds stronger family bonds (93%), helps their child make sense of the world (92%) and builds crucial skills like resilience, creativity and confidence (93%) that help children thrive today and in later life.

Julia Goldin, Chief Product and Marketing Officer at the LEGO Group commented; “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.”

Helping families bring play back.

Dr Paul Ramchandani, an expert in children’s wellbeing and LEGO Professor of Play at the University of Cambridge, commented on the findings: “Play isn’t just something children do for fun, it’s essential for their development. It’s how young children make sense of the world, build confidence and creativity, and learn how to connect with the people around them. It doesn’t have to be complicated or time-consuming; even short snippets of play in the day have a lasting impact on a child’s wellbeing.”

To help families find play in even the busiest of days, Dr Paul shared his top play tips:

• Think in minutes – play doesn’t need scheduling. A short wiggle while brushing teeth, putting on silly voices for bedtime stories or a quick game at a bus stop take seconds, but it all adds up to a big impact.
• Let go of the need to “do it right” – there’s no script for play, and that’s the point. When play feels free, spontaneous and joyful rather than structured, children gain the most. What matters is shared enjoyment. If it makes you laugh (or even just smile), you are doing it right.
• Take time to follow your child’s lead – children are the real experts in play. When they take the lead, they are building creativity, confidence and communication skills. Even if it does involve turning the sofa into a spaceship.
• Use the world around you as your playground – you don’t need new toys to make play valuable. Pavements can be hopscotch grids and car journeys can become storytelling sessions. Familiar environments help children feel confident enough to express themselves.
• Turn the everyday into the unexpected – play can come in many shapes and sizes. The most powerful play opportunities can come from the most mundane moments in life. Seize any small chance to play during your everyday routine.

11-year-old Mila Rosas shared her perspective at the recent Play@TED event in New York: “Playing doesn’t have to be big or perfect. In fact, the more creative it is, the better. It just has to be shared. Because play isn’t something we need to grow out of, it’s something we need to grow with. It helps us stay curious, connected, and human. At every age.”

Building a world that Never Stops Playing

For over 90 years, the LEGO Group has championed the importance of play. The company helped support the adoption of the UN’s International Day of Play in 2024 and continues to mark the occasion with its annual June 11th World Play Day celebrations.

The company believes so much in the power of play that for the eleventh year in a row, over 33,000 colleagues will be stopping work on June 11th to make time to play themselves. In the lead up and on the day, LEGO Group employees will also be volunteering in huge numbers to bring more play to over 17,000 children in local communities around the world.

For inspiration on how to Never Stop Playing, visit: LEGO.com/World-Play-Day

 

All data unless otherwise referenced is from the LEGO® Play Well Study 2026 with insights from a total of 45,000 respondents from across 30 markets between December 2025 and January 2026. Respondents included 30,000 parents with children aged 1-12 years old, and 15,000 children aged 5-12.

(1) 89% of parents say they wished they played more as a family, vs. 87% when asked in 2024. 9% of families say they never play together according to the LEGO Play Well Study 2026. Estimate population scale from GWI, in the 30 markets included in the LEGO Group’s research.
(2) 94% of parents say play is important to their family’s happiness and wellbeing.
(3) Families who play together for more than five hours a week report significantly higher happiness (45%) and wellbeing (42%) than those playing under two hours (28% and 27%).
(4) Global average time watching linear TV daily: 1 hour and 47 minutes, GWI 2024. Scrolling: LEGO Play Well study 2026 finds parents spend an average of 8.03 hours a week on digital devices such as tablets and phones.
(5) In 2026, 94% of parents say play is important to their family’s happiness and overall wellbeing vs. 91% in 2024.
(6) Parents cite workload, housework, children’s homework and time they spend on devices as the biggest barriers to family playtime.
(7) On average, parents spend 8.03h on digital devices by themselves during the week, compared to 7.83h playing together as a family.