CES 2026 has already begun drawing attention, but not for the usual reasons tied to smartphones or artificial intelligence. Instead, growing anticipation surrounds an unexpected name, which is preparing for a major reveal at the world’s largest consumer technology show.
According to reports cited by Android Headlines, The Lego Group will host a dedicated press conference at CES 2026, marking a rare and intriguing appearance by the iconic toy maker at a technology-focused event.
LEGO’s press conference is scheduled for January 5 at 10:00 a.m. PT, just ahead of the official opening of CES. The timing places LEGO alongside major industry announcements from companies such as LG, Qualcomm, AMD, and Nvidia.
While these brands typically dominate headlines with advances in AI, processors, and smart home technology, LEGO’s presence has sparked curiosity across the tech community.
Smart Play sets and connected bricks
Sources familiar with the matter suggest that LEGO plans to showcase a new generation of “Smart Play” products. These reportedly include connected bricks and interactive Minifigures that use sensors and scannable tags to trigger lights, sounds, and other responses.
CES 2026 Schedule:
Jan 5 (Media Day):
16:00–17:30: $NVDA Special Address (Jensen Huang)
18:00–19:00: $INTC Launch Event
21:30–22:45: $AMD Keynote (Lisa Su)
Jan 6 (Day 1):
11:30–13:00: Siemens Opening Keynote
16:45: Mobileye Live at CES 2026
Jan 7 (Day 2):
12:00: Caterpillar… pic.twitter.com/n5ZSu1Q46M
— Wall St Engine (@wallstengine) January 3, 2026Industry chatter points to a broader refresh of LEGO’s 2026 product lineup, blending physical play with digital interaction. If confirmed, the Smart Play concept would mark one of LEGO’s most ambitious moves into connected technology.
Reports also indicate that the first Smart Play sets could launch as early as March 2026, making CES an ideal stage for an early reveal.
LEGO has traditionally focused on physical building experiences, with only limited ties to technology through video games and licensed digital content. A deeper move into smart, connected play could divide opinion among long-time adult collectors who value classic brick-based sets.
However, for younger audiences, Smart Play products may offer a fresh and engaging way to combine creativity with interactive technology. If LEGO delivers on the reported features, its CES 2026 appearance could become one of the show’s most talked-about moments.
