Immerse Yourself: Lego's Interactive World Awaits!

Enhanced Convention Presence: A New Era of Lego Engagement

For many years, Lego has maintained a significant presence at San Diego Comic-Con, commanding a large central space within the convention center. This year, the company is elevating its engagement by introducing an entirely new level of interactive brick-based experiences, marking a significant evolution in its convention strategy.

Lego Smart Play: Merging Physical and Digital Realms

Lego is emphasizing its innovative Smart Play technology, which seamlessly blends traditional brick building with responsive digital interactions. This year's Comic-Con features immersive destinations built around two of pop culture's most iconic brands: Pokémon and Star Wars, offering attendees dynamic and engaging experiences.

Unveiling Future Creations: Star Trek, Donkey Kong, and Shrek Sets

In addition to interactive activations, Lego is publicly showcasing its upcoming building sets for the first time. Fans will get an exclusive preview of new collections inspired by the classic series Star Trek, the beloved video game character Donkey Kong, and the popular animated franchise Shrek, generating excitement for future releases.

Journey to Mos Eisley: A Star Wars Adventure

The Lego booth's entrance, designed with a retro-futuristic aesthetic, leads convention-goers into two distinct and fully interactive zones. The Star Wars exhibit, "Destination: Mos Eisley," transports fans to the famous Creature Cantina. This scene is meticulously recreated with oversized Lego brick environments, perfect for memorable photo opportunities and social media sharing. Visitors can even join a remix of the Cantina Song on stage or sit in the iconic corner booth for a face-to-face encounter with Greedo. A unique Dewback Petting Zoo also offers a chance to pose with a "purring, snoozing" Dewback.

Pokémon Lab Experience: Catch 'Em All in Brick Form

Meanwhile, the Pokémon installation invites visitors into a scaled-up recreation of the Pokémon Lab. This area is filled with life-sized Lego Pokémon figures, brought to life through Smart Play technology. The experience includes interactive games involving Poké Balls and a lively "Hide and Pikachu" challenge, engaging fans in a playful search for their favorite characters.

Star Trek's 60th Anniversary Celebration: U.S.S. Enterprise Bridge Set

One of the most anticipated reveals is the Lego Icons Star Trek: U.S.S. Enterprise NCC-1701 Bridge set. This special release commemorates the show's 60th anniversary and will be exclusively available at Lego stores and LEGO.com starting September 1st. Additionally, a panel titled "Star Trek: The Collector Frontier" will feature Lego set designers Henrik Andersen and Crystal Marie Fontan, discussing the subject, and an impressive brick-built Captain's Chair (comprising 83,568 bricks) will be on display at the nearby Marriott Marquis.

Donkey Kong Arcade: A Blast from the Past

Building on its successful line of video game-themed sets, Lego introduces the Donkey Kong Arcade. This 1,367-piece collectible set, on display at the booth, features Donkey Kong and Lady, alongside iconic elements from the original Nintendo game, such as scaffolding, ladders, and hammers. Fans can actively engage with the set by releasing barrels and making Jumpman leap over them. This nostalgic set will be available from August 1st.

Shrek Minifigures: Gearing Up for New Adventures

Lego is also showcasing a collection of 12 minifigures from the Shrek franchise, anticipating the release of new Shrek sets in 2027. These highly detailed minifigures will be available for purchase starting September 1st, offering fans a preview of upcoming adventures with Shrek and his friends.