In a first for the iconic toy brand, Lego will host a keynote at CES 2026. While last year's CES saw Lego team up with Sony to announce Lego Horizon Adventures, this year it's stepping up with a press conference of its own alongside the biggest names in tech like Nvidia, Intel, LG, Hisense, AMD, and more for the Consumer Technology Association's annual showcase in Las Vegas.
CES exhibits cutting-edge innovations and sets the tone for the tech industry for the year ahead, but it's not a toy fair. So what's Lego doing at CES? While there's still much we don't know, Lego's expected to showcase how it's expanding its scope beyond traditional building sets into AR/VR, gaming, and more. Hopefully, Lego will add a dash of excitement and childlike glee to the usual drone of AI and smart gadget talk. Here’s how you can watch the Lego CES 2025 showcase and what I anticipate will be announced during the main event.
How to watch Lego's CES 2026 press conference
The Lego keynote is set to kick off on Monday, January 5 at 10am PT / 1pm ET / 6pm GMT. Lego and the Consumer Technology Association haven't yet provided specifics, but we expect that, as with other companies presenting at CES, the press conference will be available as a livestream. Once an official link is available, we'll update this story with details about where you can catch the live stream.
What to expect from Lego at CES 2026
So far, Lego hasn't shared any official details about its CES plans, leaving ample room for speculation. Lego has plenty of new sets planned for 2026, but given CES's focus, we're more likely to see what the company's cooking up beyond traditional building sets.
Given Lego's partnership with Sony last year, we could see another game spotlighted, like its upcoming title, Lego Batman: Legacy of the Dark Knight. The company may also give more details about new brand partnerships and its 2032 ecological goals, including replacing petroleum-based bricks with renewable plastic and reducing carbon emissions by 37%.
Any new sets will need a strong tech connection to wow audiences at CES, and that's where Lego's biggest potential debut comes in. Lego's expected to officially announce its rumored Smart Play system, rumored to use sensors and scannable tags to activate a set's interactive elements like lights and sounds via Smart Bricks to merge digital play with physical building. It's an evolution of Lego Super Mario sets, which feature a small screen, built-in sensors, and a dedicated mobile app to create a responsive, hybrid play experience.
The first Smart Play sets are expected to launch in March 2026, so it'd be a smart play (get it?) for Lego to show them off and build hype at CES. Look forward to all the latest announcements as they happen live in our CES 2026 coverage, alongside plenty more hands-on coverage with the latest and greatest tech.
Follow Tom's Guide on Google News and add us as a preferred source to get our up-to-date news, analysis, and reviews in your feeds.
