This article examines how concepts of ‘play’ can be used within studies of cultural heritage to build an alternative to the dominant use of consumer-orientated models within current scholarship. Using the example of how the traditions, motifs and history of Ancient Greece have been reused within New York, from the nineteenth century to the present day this work demonstrates that this is a heritage that has been ‘played with’ by successive generations as a means of establishing identity within the metropolis. Whilst the ideals of Athenian democracy and classical learning inspired the formation of the early American republic, these associations were brought into wider usage in New York with the arrival of significant Greek immigration into the city during the twentieth century. This provided a new opportunity of a playful use of Ancient Greek heritage as this émigré community built new identities and became established in the metropolis. The Greek American enclave of Astoria, located in the borough of Queens, will be the focus of this study as the site where this playful use of heritage has taken place, undertaken both by members of the Greek American community and also by individuals and groups responding to their presence.