Tehran turns Lego lookalikes into propaganda sparking global attention for the toy brand

Childlike figures mask hardline messaging in viral AI clips

Iranian officials are using AI-generated videos with Lego-like characters to spread propaganda online, and the tactic is unexpectedly boosting Lego’s global visibility. At the same time, the Islamic government is leaning into softer, childlike visuals to soften its image abroad—while still delivering stern messages. The result is a viral, surreal spectacle that blurs culture and messaging.