TL;DR
Lego will hold a press conference at CES 2026 on January 5, marking its first formal presence at the show. Rumors say the company may unveil a connected 'Smart Play' system that adds sensors, scannable tags, and interactive elements to traditional sets, but Lego has not confirmed details.
What happened
For the first time, the Lego Group has scheduled a CES press conference, set for January 5 at 10:00 PT — the day before the trade show opens and alongside briefings from LG, Qualcomm, Hisense, AMD, and Nvidia. Lego is not a typical CES exhibitor: its core business is toys and collectible brick sets rather than consumer tech. At the time of reporting, the company has not announced what it will show. Industry chatter and sustained online rumors suggest Lego may use the platform to introduce a new Smart Play line that embeds a connected Smart Brick and interactive Minifigures across franchises like Star Wars, City, and Technic. The rumored system would employ sensors and scannable tags to trigger lights, sounds and other effects, and is expected to require a companion app and include a wireless charger. The first Smart Play sets are said to be planned for March 2026, and some collectors have already expressed reservations about the direction.
Why it matters
- Lego presenting at CES signals a move to pitch toy-related connectivity to tech-focused media and audiences.
- A connected Smart Play system would represent a notable shift for a brand long known for low-tech building bricks.
- If real, the initiative could broaden Lego’s reach beyond traditional toy channels into app-driven and smart-play markets.
- Collectors and adult builders may react differently than children and families, affecting long-term acceptance and resale value.
Key facts
- Lego’s CES press conference is scheduled for January 5 at 10:00 PT.
- The conference date is the day before CES opens and coincides with announcements from major tech firms like Nvidia and AMD.
- Lego itself has not released official details about its CES plans as of the report.
- Rumors describe a Smart Play system adding a connected Smart Brick and interactive Minifigures to multiple Lego product lines.
- Speculated Smart Play features include sensors and scannable tags that activate lights, sound effects, and other interactive elements.
- The system is expected to use a companion mobile app and to include a wireless charger for the Smart Brick and figures.
- Reports suggest AI may be used in some capacity within the Smart Play system, though specifics are not provided.
- An initial consumer availability date mentioned in the reporting is March 2026 for the first Smart Play sets.
- Some adult collectors and parts of the Lego fandom are reported to be skeptical about connected, tech-forward sets.
What to watch next
- Lego’s CES press conference on January 5 at 10:00 PT (confirmed in the source).
- Whether Lego officially announces a Smart Play system and provides technical and pricing details (not confirmed in the source).
- Details on compatibility with existing sets, long-term support, and collector-targeted plans (not confirmed in the source).
Quick glossary
- CES: An annual large-scale technology trade show held in Las Vegas where companies unveil consumer electronics and related innovations.
- Smart Brick: A small electronic module added to toy systems to provide connectivity, sensors, or interactive features.
- Minifigure: A small, articulated toy figure commonly included in building-brick sets; in connected products it may include electronics or sensors.
- Wireless charger: A charging device that transfers power without a wired connection, typically using inductive charging standards.
- Companion app: A mobile application that connects with hardware to configure, control, or enhance the user experience.
Reader FAQ
Has Lego confirmed what it will announce at CES?
No — Lego has not shared official information about its CES 2026 plans.
When and where is Lego’s CES event?
Lego’s press conference is scheduled for January 5 at 10:00 PT, the day before CES opens in Las Vegas.
What is Smart Play and when will it be available?
Reports describe Smart Play as a connected system with Smart Bricks and interactive Minifigures; the first sets are said to be expected in March 2026.
Will the Smart Play system require an app and charging?
The reporting suggests a companion app and a wireless charger will be part of the system.
Are collectors supportive of these changes?
The source indicates many adult collectors are skeptical or concerned about connected, tech-focused sets.
My most anticipated CES 2026 announcement is about bricks, not phones By Andy Boxall Published 24 minutes ago Andy is a seasoned technology journalist with more than 15 years experience…
Sources
- My most anticipated CES 2026 announcement is about bricks, not phones
- How to watch the first-ever Lego CES 2026 press …
- There Is So Much New Lego You Can Buy in January
- Six things we want to see from LEGO in 2026
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