LEGO Debuts SMART Play With Star Wars Experience at the Las Vegas Sphere

Campaign Snapshot

▶Brand: LEGO

▶Campaign Title: LEGO Smart Play x Star Wars

▶Launch Date: January 2026

▶Agency: The LEGO Agency

▶Production Partner: Sphere Studios

▶Core Platforms: The Sphere, Instagram, TikTok

▶Primary Product / Focus: The LEGO SMART Play

LEGO brought the Star Wars galaxy to life on a scale never seen before during CES 2026 in Las Vegas.

The Exosphere of the Sphere was transformed into a brick-built Death Star trench run.

It offered guests an interactive preview of LEGO SMART Play, a new platform designed to bring LEGO creations to life.

The initiative was created by Sphere Studios in collaboration with Disney Consumer Products and Lucasfilm.

And it introduced attendees to the first LEGO SMART Play Star Wars sets.

Participants could climb into LEGO-themed X-wing cockpits and feel the thrill of taking down a Death Star displayed across the 580,000-square-foot LED Exosphere.

Quarterback Jaxson Dart of the New York Giants also took part in the experience, mastering the trench run while sharing his love for Star Wars.

“I’ve been a massive Star Wars fan my entire life — from dressing up as Anakin Skywalker at my childhood birthday party to my on-field look inspired by his character," Dart said.

"Tonight, I felt like a kid again, stepping into the giant LEGO X-Wing and lighting up the Las Vegas skyline in honor of my favourite movies."

Julia Goldin, chief product and marketing officer of LEGO Group, reinforced these sentiments.

“LEGO SMART Play marks an exciting new chapter in the LEGO Group’s story; one where creativity, technology, and imagination come together like never before," she said.

She also emphasized that the platform on the Sphere allowed the brand to combine play, scale, and interactivity in ways that level up LEGO’s brand identity.

Behind the Epic Trench Run Experience

Star Wars at the Sphere was more than your run-of-the-mill installation.

Guests could control their LEGO X-wings to aim for the Death Star, while SMART Play’s technology allows builds to interact with your own personal app or smart device.

All things considered, it's a major evolution since the LEGO Minifigure’s debut in 1978.

Furthermore, the launch includes three "All-In-One" LEGO SMART Play sets, each containing a SMART Brick, charger, minifigure, and SMART Tag.

It's also a strong display of the Sphere’s capabilities as a platform, allowing brands to explore immersive experiences and engage audiences through experiential marketing in high-visibility locations.

In 2024, LEGO Group reported a global revenue of $10.85 billion, ranking among the top toy manufacturers worldwide.

LEGO’s SMART Play Launch is a Lesson in Big IP Collabs

LEGO's no stranger to big marketing moves, as proven by its most recent brand partnerships. 

This collab with Star Wars is providing us marketers a vivid case study in bringing technology and storytelling together.

• Experiential activations like the Sphere installation can make product innovation tangible and memorable.
• Combining iconic IP with digital interactivity strengthens brand resonance with both fans and new audiences.
• Strategic partnerships with media platforms and franchise owners amplify reach and credibility.

The real test will be in the months ahead, and if LEGO can manage to connect its digital innovations with the joy of building while keeping fans engaged.

Our Take: Can Play Be Next-Level Immersive?

Rarely can marketing stunts make me feel the rush of childhood wonder, but LEGO was able to do that.

It’s clear the toy giant understands that experiential marketing has to go beyond shock value gimmicks, and actually be an extension of the product itself.

Its gamble is on the engagement, and from what I saw, it’s paying off.

This is how you turn a toy launch into a headline-making cultural moment.

In other news, Sony has acquired screening rights to PopMart's toy craze Labubu, expanding the reach of the IP with a potential big-screen debut in the future. 

Immersive work succeeds when the experience reflects the product itself. These top marketing agencies design activations that audiences really feel.