The LEGO Group has marked the festive season with a brand-new Christmas campaign, headlined by a partnership with beloved Australian department store, Myer. Together, they’ve reimagined the iconic Myer Christmas Windows – now celebrating their 70th year – through the lens of creativity, nostalgia, and play.
Unfolding across six windows at Myer Melbourne’s Bourke Street store from Saturday Friday 8 November to Sunday 11 January 2026, A Playful LEGO Christmas Story invites visitors to follow a child’s letter to Santa as it journeys from a Melbourne post office all the way to the North Pole – with a little help from a cheeky LEGO elf.
The partnership forms part of the LEGO Group’s global campaign, “Is it Play You’re Looking For?”
Narrated by LEGO Play Ambassador Hamish Blake, the enchanting tale is imagined entirely in LEGO bricks and brought to life by the LEGO Group in collaboration with Certified LEGO Professional Ryan “Brickman” McNaught and his team.
From Melbourne landmarks like the MCG and Sidney Myer Music Bowl to Santa’s mail room and the ‘Wrap-O-Matic’ gift-wrapping machine, each scene celebrates creativity, storytelling, and the joy of building – offering families a playful twist on a cherished Christmas tradition.
From the windows to the workshop
Families can continue the festive fun inside The Basement at Myer Melbourne, where the LEGO Christmas Playland will run from Saturday 8 November to Christmas Eve.
The immersive experience will feature hands-on build zones, photo moments, and a limited-edition “Make & Take” LEGO Christmas Kangaroo, exclusive to Myer Melbourne and available nowhere else in the world.
Bringing families together through play
This partnership forms part of the LEGO Group’s global Christmas campaign, Is it Play You’re Looking For?, which celebrates the power of play to bring families closer together.
Fast facts about the A Playful LEGO Christmas story
- 12 months of planning taking in teams from across the globe, with collaboration across the LEGO Group spanning from global headquarters through to the local team in Australia.
- A total of 488,215 LEGO bricks used in the construction including over 40 colours, and all manner of LEGO bricks, plates and tiles, curved pieces, and even newly introduced elements.
- After sundown, families can enjoy a special LEGO brick light show, projected on the facade of the Myer building.
Troy Taylor, General Manager and Vice President, LEGO Australia & New Zealand, said: “Christmas has always been about connection – and at the LEGO Group, we believe play is one of the most powerful ways to bring people together.
Whether it is the annual visit to the Myer Christmas windows, or coming together to build your favourite LEGO set as a family, this Christmas, we want to inspire families to make LEGO play part of their own festive traditions.”
Hamish Blake said: “I still remember pressing my nose up to those windows as a kid, completely mesmerised by the magic of Christmas. To see that magic now rebuilt entirely out of LEGO bricks is pretty special – it’s like childhood nostalgia, piece by piece. Hopefully it inspires families to slow down, build something together, and make a bit of time for play this Christmas.”
Build a Heart for Children in Need of Play
The Holiday campaign coincides with the LEGO Group’s annual Build to Give initiative, kicking off from Tuesday 11th November, which encourages everyone to help share the superpower of play with children who need it most by building a heart out of LEGO bricks and sharing it with the hashtag #BuildToGive.
By building and sharing a heart on social media, or via the LEGO Play app before December 31, people can help support the LEGO Group’s commitment to donating LEGO sets to children in need of play. This holiday season, the initiative will help bring the gift of play to children in hospitals, children’s homes, and vulnerable communities worldwide. The sets are distributed through the LEGO Group’s network of local charity partners and, since 2017, the campaign has reached more than 11.2 million children.
This article also appeared in Edition 18 of The Toy Universe Magazine
