It took the analog toy company years to develop its new Smart Play system, which centers on digitally minded bricks that can play sounds, light up, and interact with each other.

Lego has unveiled new electronic bricks and minifigures, that make lights and sound as you play with a new range of Star Wars sets.

But you may be surprised to hear that the Lego Group is set to host its very first press conference at CES 2026.