The LEGO Group “World Play Day” Commercial - Prop building & on-set support (2026)
Project Name: “World Play Day” Commercial (2026)
Client Name: The LEGO Group
CM's Release: 1 June, 2026
Project Overview
As a member of the Hawaii LEGO User Group (HiLUG), I participated in the design and build of LEGO props and provided on-set support for the “World Play Day” commercial, featuring Jason Momoa, filmed over three days on Oahu in 2026. The project required rapid production, with only two weeks from assignment to shoot.
In the initial meeting, we were briefed on the required models. Members selected what they could build, and production began. Direction was confirmed in a follow-up meeting, and we participated under an NDA. As AFOL members through HiLUG, we were allowed to share our work publicly after the commercial’s release.
On set, I also worked as a “Toy Doctor,” performing model repairs, adjustments, and new builds. With support from the production team, we were able to continue LEGO work throughout the shoot.
In the initial meeting, we were briefed on the required models. Members selected what they could build, and production began. Direction was confirmed in a follow-up meeting, and we participated under an NDA. As AFOL members through HiLUG, we were allowed to share our work publicly after the commercial’s release.
On set, I also worked as a “Toy Doctor,” performing model repairs, adjustments, and new builds. With support from the production team, we were able to continue LEGO work throughout the shoot.
Reflection
Producing LEGO props with limited preparation was a new challenge, but the fast-paced environment taught me to adapt quickly and deliver under pressure. Working within clear goals and constraints, while respecting the client’s and designer’s vision, felt very similar to my 20 years of experience as an IT software developer and project manager. This experience reinforced my ability to translate creative direction into buildable solutions quickly.
This model was completed through close teamwork with the production designer, while I also took initiative to solve practical challenges on set.
Dimensions: 5 x 10 x 18 in
Production Hours: 14.5 hours
- Top-heavy structure posed a risk of tipping.
- Operation mechanisms for the door and bird were not specified.
The production designer also commented, “Nice job!”
Dimensions: 6 x 8 x 14 in each
Production Hours: 3.5 hours each
- Ensure structural strength for handling, despite the top-heavy design.
- Incorporate playful elements like the talent’s favorite pink color.
- Reinforced stress points using an approved adhesive solution after material testing for ABS plastic.
- Added a “bite mark” detail with pink interior as a playful nod from a prior video meeting discussion.
- Production designer praised the model as “Excellent.”
- Both turkey legs were later gifted to the talent by The LEGO Group.
This project was created in response to a request for 5–10 emoji-style LEGO props. Since the intended usage was not clearly defined, I designed them as semi-3D spherical emojis that could work both as tabletop props and as wall decorations.
One of the overall project guidelines was to create models that looked “kid-buildable,” using classic LEGO brick geometry. For that reason, I avoided curved slopes and focused on building expressive faces using standard brick shapes.
Dimensions: 3 × 6 × 6 in each (not including accessories)
Production Hours: 3–3.5 hours each
This was the first model I created. Since LEGO sunglasses were also being made for the talent, I designed the emoji with a similar pair. The colorful mohawk and tongue-out expression were meant to communicate a playful, energetic toy-like personality.
A surprised face felt essential as a widely used emoji expression. I emphasized raised eyebrows, wide eyes, and an exaggerated open mouth, and added a sweat drop detail. The lower shape was adjusted to enhance the “jaw-dropping” look.
🥺Crying
This model was inspired by a popular style of crying emoji in Japan—an expression that looks like someone trying to hold back tears. Even though the tears are already falling, it creates a stronger emotional impact.
🤠Hat
As a variation of a smiling face, I designed an emoji wearing a hat. Unlike Surprised and Crying, the eyes were integrated into the sphere rather than attached as separate parts, creating a more unified look. Adding a small white brick as an eye reflection brought the expression to life.
Behind the Scenes – Cuckoo Clock Model
This model was completed through close teamwork with the production designer, while I also took initiative to solve practical challenges on set.
Model Data:
Parts Used: 3,000 piecesDimensions: 5 x 10 x 18 in
Production Hours: 14.5 hours
Challenge:
- Required size and placement (wall-mounted or table-top) of the Cuckoo Clock were unclear.- Top-heavy structure posed a risk of tipping.
- Operation mechanisms for the door and bird were not specified.
Actions Taken:
- Created a prototype that met minimum requirements and could work on both wall and table, then confirmed directions with the production designer.
- Adjusted the final model based on the production designer’s guidance on size, color, and visual design.
- Lowered the center of gravity by filling bricks into the relatively small base and removed decorative elements so the talent could safely grip it during filming.
- Independently implemented a functional mechanism for the door and bird movement, operable via a rear lever.
Outcome:
Used in the final commercial as per the storyboard and operated by the talent on camera, allowing them to activate the clock and say “Cuckoo!”Notes:
The model was collected by The LEGO Group headquarters in Denmark for internal use/archive.Recognition:
The production team praised the model as a “masterpiece,” and one director asked if it had been built by a professional model builder.The production designer also commented, “Nice job!”
Screen Caputures:
Behind the Scenes – Turkey Leg Models
Model Data:
Parts Used: 1,250 pieces eachDimensions: 6 x 8 x 14 in each
Production Hours: 3.5 hours each
Challenge:
- Build a large chicken leg that a physically large talent could hold and swing, using available brown 2x2 round bricks.- Ensure structural strength for handling, despite the top-heavy design.
- Incorporate playful elements like the talent’s favorite pink color.
Actions Taken:
- Staggered the round bricks to create a woven-rattan-like texture, maintaining thickness for the handle.- Reinforced stress points using an approved adhesive solution after material testing for ABS plastic.
- Added a “bite mark” detail with pink interior as a playful nod from a prior video meeting discussion.
Outcome / Recognition:
- Talent ad-libbed pretending to bite the turkey leg on camera.- Production designer praised the model as “Excellent.”
- Both turkey legs were later gifted to the talent by The LEGO Group.
Behind the Scenes: Emoji Set
One of the overall project guidelines was to create models that looked “kid-buildable,” using classic LEGO brick geometry. For that reason, I avoided curved slopes and focused on building expressive faces using standard brick shapes.
Model Data:
Parts Used: 400–500 pieces eachDimensions: 3 × 6 × 6 in each (not including accessories)
Production Hours: 3–3.5 hours each
Emoji Models Created
😎Funky Sunglasses
This was the first model I created. Since LEGO sunglasses were also being made for the talent, I designed the emoji with a similar pair. The colorful mohawk and tongue-out expression were meant to communicate a playful, energetic toy-like personality.
😳Surprised
A surprised face felt essential as a widely used emoji expression. I emphasized raised eyebrows, wide eyes, and an exaggerated open mouth, and added a sweat drop detail. The lower shape was adjusted to enhance the “jaw-dropping” look.
🥺Crying
This model was inspired by a popular style of crying emoji in Japan—an expression that looks like someone trying to hold back tears. Even though the tears are already falling, it creates a stronger emotional impact.
🤠Hat
As a variation of a smiling face, I designed an emoji wearing a hat. Unlike Surprised and Crying, the eyes were integrated into the sphere rather than attached as separate parts, creating a more unified look. Adding a small white brick as an eye reflection brought the expression to life.
Recognition / On-Set Use
The Crying emoji was placed on a side table as part of the background during the talent shoot. In addition, Funky Sunglasses and Surprised were personally favored by The LEGO Group headquarters creative directors, who chose to take them home.Screen Caputures:
The LEGO Group Official Contents
The LEGO Group, June 5, 2026
Social Medias (Facebook and Instagram) [Video with the Emoji (Crying)]
The LEGO Group, June 1, 2026
Social Medias (Facebook and Instagram) [Video with the Emoji (Crying)]
The LEGO Group, June 1, 2026
Jason Momoa's Plans to Get the World Playing! | World Play Day 2026 | LEGO [Video, The Main CM with the Cuckoo Clock]
The LEGO Group, June 1, 2026World Play Day | Official LEGO® WebSite [Promotion Site]
KHON2 - June 3, 2026
The LEGO Group, June 1, 2026
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. [Press Release]
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. [Press Release]
Media Coverage
stds.jp (Operated by a Japanese LEGO Fan Community) - June 5, 2026Behind the Scenes of a LEGO® Group Commercial: A Hawaii LUG Diary (Parts 1–5) [Account in Japanese Language]
Roastbrief , June 1, 2026
Jason Momoa crashes the LEGO® headquarters with a plan to get the entire world playing
Jason Momoa crashes the LEGO® headquarters with a plan to get the entire world playing
Credited as “LEGO Builds” in the full staff listing. The same credit also appears on Ads Of The World, Europe Says, and Youmark!