CES 2026: How to watch Legos press conference (updated)
Updated on Monday, Jan. 5 at 1:15 p.m. ET — Unfortunately, the Lego CES keynote press conference on Jan. 5 will not be livestreamed. However, Mashable reporter Matt Binder is in attendance, and you can follow the Mashable CES live blog for the latest updates in brick building technology.
You can read our original story below...
Lego Takes Center Stage at CES: A Deep Dive into the Future of Play
Lego, the world-famous Danish toy company, is making a truly unique appearance at this year's Consumer Electronics Show (CES). For the very first time, this beloved brand, known globally for its iconic interlocking plastic bricks, is holding its own press conference in Las Vegas. While CES is typically the place to see the latest in high-tech gadgets, from powerful computer chips to innovative electric vehicles and groundbreaking Artificial Intelligence (AI), Lego's presence signals an exciting moment where traditional hands-on play meets cutting-edge technology. This event is set to be a significant highlight, as the company prepares to showcase its latest innovations.
The highly anticipated Lego press conference is scheduled for 1 p.m. ET on Monday, January 5th. Although a live stream was not confirmed initially, Mashable is dedicated to bringing you the most current information as it unfolds. Our reporter, Matt Binder, is live at the event, providing immediate updates and insights. We encourage everyone interested in the latest developments in brick-building technology to follow the Mashable CES live blog for all the breaking news.
Why a Toy Company at a Tech Show? Lego's Blending of Worlds
For many, the idea of Lego hosting a major presentation at a technology exhibition like CES might seem a bit out of place. However, looking closer at Lego's history and its forward-thinking approach, it becomes clear that this move is not only fitting but also strategically brilliant. Lego has always been about more than just toys; it's about fostering creativity, logical thinking, and the joy of building. These core values are increasingly intertwined with technological advancements in today's world.
Lego's presence at CES highlights a growing trend where the lines between traditional industries and high-tech sectors are blurring. It demonstrates that fundamental skills like imagination, problem-solving, and hands-on creation are just as important in the digital age, if not more so. By appearing at CES, Lego isn't simply trying to sell toys; it's showcasing how classic play can evolve and integrate with the latest technology to inspire the next generation of engineers, artists, and innovators. It reinforces the idea that tactile, physical engagement remains crucial, even in a world increasingly dominated by screens.
Lego's Rich History of Tech Integration
Lego's journey into the world of technology is not a sudden leap but rather a well-established path. For decades, the company has actively explored how digital tools and electronic components can complement and enhance the traditional brick-building experience. From its early ventures into computer games to its sophisticated robotics kits, Lego has consistently adapted to technological changes while staying true to its enduring mission: to inspire and develop the builders of tomorrow.
Mindstorms: Pioneering Robotics for All Ages
One of Lego's most groundbreaking steps into technology was the launch of Lego Mindstorms in 1998. This revolutionary product line brought together programmable bricks, motors, sensors, and classic Lego elements, empowering users to build and program their own robots. Mindstorms quickly became more than just a toy; it transformed into an invaluable educational platform. It introduced millions worldwide to the core principles of robotics, engineering, and computer programming in an accessible and engaging way. Before STEAM (Science, Technology, Engineering, Arts, and Mathematics) education became a widespread concept, Mindstorms was already making complex technical fields fun and understandable.
Lego Mindstorms products, including popular versions like the EV3 and the more recent Robot Inventor, have been widely adopted in schools and are a cornerstone of robotics competitions globally. They perfectly illustrate Lego's commitment to making challenging technological concepts exciting and approachable for people of all ages. The immense success of Mindstorms helped solidify Lego's reputation not just as a toy maker, but as a leader in educational technology and hands-on learning experiences.
Expanding the Universe with Lego Video Games
The original text briefly mentions a new Lego Batman video game, but this is just one example of Lego's highly successful and extensive integration into the video game industry. Beginning with titles like "Lego Island" in the late 1990s, Lego has built a vast and diverse portfolio of digital games. Its strategic partnership with Traveller's Tales for popular licensed franchises, such as Star Wars, Harry Potter, Marvel, and DC Comics, has been particularly impactful. These games ingeniously combine Lego's characteristic humor and charm with beloved narratives, offering immersive and entertaining adventures that appeal to both children and adults.
These video games serve a greater purpose than just entertainment; they extend the vibrant Lego universe into a dynamic digital space. This allows fans to interact with their favorite characters and storylines in entirely new ways, inspiring new physical builds and creative narratives in the real world. Simultaneously, they introduce players to problem-solving challenges within a structured, often lighthearted, digital environment. The sustained popularity and critical acclaim of these games underscore Lego's remarkable adaptability and its willingness to explore diverse media to connect with its global audience.
Beyond Physical Bricks: Augmented Reality and Interactive Digital Play
In recent years, Lego has ventured boldly into augmented reality (AR) and other innovative digital experiences, effectively blurring the boundaries between physical and digital play. Products such as Lego Hidden Side and Lego VIDIYO exemplify this approach. These lines integrated physical Lego sets with companion smartphone and tablet applications that utilized AR technology to bring characters and scenes to life directly on a user's device screen. Players could interact with digital elements overlaid onto their physical Lego creations, unlocking new layers of gameplay, stories, and creative possibilities.
These initiatives demonstrate Lego's keen understanding that today's children are digital natives. Rather than attempting to resist the prevalence of screen time, Lego actively seeks to enrich it by creating compelling connections back to tangible, hands-on play. This strategy not only ensures Lego's continued relevance in an increasingly competitive and digital market but also introduces innovative methods for engaging with its products, fostering creativity in both the physical and the digital realms.
What to Expect from Lego at CES: The Power of the Unexpected
Predicting exactly what Lego will announce at CES is genuinely difficult, a testament to the company's wide-ranging interests and innovative spirit. As the original article wisely suggested, we should truly "expect the unexpected." While specific details will remain under wraps until the press conference, we can thoughtfully speculate on several exciting possibilities, drawing on Lego's history of innovation and current technological trends.
The Next Generation of Robotics and Coding Platforms
Building upon the foundational success of Mindstorms, Lego might unveil an entirely new generation of robotics or coding kits. This could feature more advanced sensors, more intuitive programming interfaces, or even integrate with contemporary AI tools. Imagine Lego sets capable of learning basic tasks or interacting more intelligently with their surroundings, thereby introducing children to machine learning concepts in an accessible and playful manner. Such an announcement would significantly strengthen Lego's position within the educational technology sector.
A new platform could also focus on making coding even more intuitive for younger children, perhaps through a visual programming language that is even simpler and more engaging than existing solutions. By reducing the complexity of subjects like robotics and AI, Lego would continue its core mission of equipping children with essential skills vital for navigating the future.
Enhanced Augmented and Virtual Reality Integration
Given the rapid advancements and widespread adoption of augmented reality (AR) and virtual reality (VR) technologies, it's highly plausible that Lego could showcase deeper and more sophisticated integrations. This might include more immersive AR experiences that enable seamless, real-time interaction between physical Lego builds and dynamic digital environments. Alternatively, Lego might experiment with VR to offer entirely new, immersive building experiences. Imagine stepping into a virtual world where you can build with an infinite supply of digital Lego bricks, and then having the option to translate those designs into physical sets.
Such developments would revolutionize how we perceive Lego play, offering hybrid experiences that combine the satisfying tactile nature of physical bricks with the boundless possibilities of digital creation. This approach would undoubtedly appeal to a generation that is comfortable and fluent with digital interfaces, while still firmly grounding the experience in Lego's fundamental value of creative building.
Smart Bricks and the Internet of Things (IoT) Integration
The concept of "smart bricks"—Lego bricks embedded with miniature electronic components—has been a long-held dream for many enthusiasts. CES could serve as the perfect platform for Lego to finally unveil such a groundbreaking product line. These smart bricks could potentially communicate with each other, react to external stimuli (such as changes in light or sound), or even seamlessly connect to a broader smart home ecosystem. Imagine a miniature Lego city where the traffic lights automatically change based on real-time sensor data from Lego vehicles, or buildings that illuminate and react when a specific digital or physical event occurs.
Integrating the Internet of Things (IoT) into Lego could unlock entirely new dimensions of interactive play, allowing children to experiment with complex concepts like automation, data collection, and digital connectivity in a hands-on manner. This would position Lego at the forefront of combining imaginative play with cutting-edge emerging technologies, making abstract technological concepts tangible and easily understandable for younger generations.
AI-Powered Design and Creative Assistance Tools
With Artificial Intelligence (AI) dominating many conversations and innovations showcased at CES, it is highly plausible that Lego could explore how AI can significantly enhance the creative design process. This might involve the introduction of AI-powered tools that assist users in designing custom Lego models, intelligently suggest optimal building techniques, or even automatically generate step-by-step instructions for unique and complex creations. Imagine an intuitive application where you simply describe a creative concept, and AI helps you visualize, plan, and ultimately build it using Lego bricks.
Furthermore, AI could personalize the play experience, adapting challenges, stories, or building prompts based on a child's individual building style, preferences, and skill level. This would strategically leverage AI not to replace human creativity, but rather to augment, inspire, and accelerate it, offering entirely new avenues for artistic expression and innovative problem-solving within the expansive Lego universe.
Showcasing Sustainability Through Technological Advancements
Lego is deeply committed to sustainability, with significant initiatives focused on developing plant-based plastics and substantially reducing its overall environmental footprint. CES presents a prime opportunity for Lego to highlight its technological advancements in this crucial area. This could include unveiling new eco-friendly materials developed through cutting-edge material science, or showcasing innovative manufacturing processes that drastically reduce waste and energy consumption. An announcement regarding new recycled or bio-based bricks, or a strategic partnership focused on sustainable technology, would strongly resonate with modern consumers and further solidify Lego's leadership in corporate social responsibility.
Showcasing such environmental innovations at a prominent tech show like CES underscores the critical point that sustainability itself is often driven by significant technological breakthroughs, ranging from advanced material science to optimized supply chain management. Lego's unwavering commitment to a more sustainable future is not merely an ethical stance but also a powerful catalyst for continuous technological innovation within the company.
New Strategic Collaborations: Beyond F1 and Batman
The original text highlighted an exciting new collaboration with F1 for a new racing car and, of course, the highly anticipated new Lego Batman video game. However, at CES, Lego could very well reveal groundbreaking partnerships with other leading tech companies or innovative brands across various sectors. Imagine a collaboration with a specialized robotics firm for an entirely new line of educational toys, or a joint venture with a smart home technology company to create interactive Lego displays that integrate seamlessly into modern living spaces. These types of alliances would further embed Lego into the broader, interconnected tech ecosystem.
Such strategic partnerships exemplify Lego's remarkable ability to evolve, adapt, and maintain its relevance by forging connections with diverse and cutting-edge industries. These collaborations can effectively introduce Lego to entirely new audiences and bring fresh perspectives and expertise to its ongoing product development, ultimately enriching the play experience for consumers worldwide.
The Enduring Magic of Lego in a High-Tech Landscape
In a world increasingly shaped by digital screens, virtual realities, and abstract online experiences, the timeless appeal of Lego bricks might seem like an anomaly. Yet, Lego continues to not just survive but thrive precisely because it offers something profoundly unique: the tangible, rewarding experience of hands-on creation. While many exhibitors at CES focus on complex data and virtual innovations, Lego gently reminds us of the fundamental power of physical interaction, the boundless scope of imagination, and the satisfaction of building something real from the ground up.
The true brilliance of Lego lies in its unparalleled versatility. It functions as a robust system that seamlessly adapts and grows alongside the user. From the simple, joyful structures built by toddlers to the intricate, highly detailed models crafted by adult fans and professional builders, Lego consistently fosters skills that are universally vital in any era: critical thinking, advanced spatial reasoning, fine motor coordination, and creative problem-solving. By thoughtfully integrating technology, Lego isn't abandoning these foundational values; rather, it is enhancing them, providing innovative new tools and expansive platforms for self-expression and discovery.
Lego's prominent presence at CES also serves as a refreshing and delightful counterpoint to some of the more abstract or purely functional technology on display. As the original piece cleverly noted, it's bound to be "more fun than the cavalcade of apps that use AI to manage your stock portfolio." Lego injects a much-needed sense of wonder, genuine playfulness, and tangible innovation into an event that can sometimes feel overly serious or overwhelmingly complex. It serves as a powerful reminder that technology, at its very best, should ultimately inspire joy, spark imagination, and unlock human potential in meaningful ways.
Lego's Vision for Tomorrow: Play as the Ultimate Catalyst for Innovation
Lego's striking appearance at CES represents far more than just a series of product launches; it is a clear and resounding statement about the company's ambitious vision for the future of play. It underscores a profound belief that play is not merely a pastime or a leisure activity but, in fact, a powerful and indispensable catalyst for deep learning, holistic development, and groundbreaking innovation. By cleverly embedding advanced technology within its inherently playful ecosystem, Lego aims to proactively equip children with the essential skills, knowledge, and imaginative mindset needed to confidently navigate, adapt to, and ultimately shape the future that lies ahead.
The company inherently understands that the digital and physical realms are becoming increasingly intertwined and inseparable. Lego's strategic approach isn't about forcing a choice between one or the other, but rather about meticulously crafting harmonious, enriching experiences that intelligently leverage the very best attributes of both worlds. Whether it's through captivating interactive robotics kits, exhilarating augmented reality adventures, or intuitively designed digitally enhanced building instructions, Lego remains steadfastly committed to continuously pushing the boundaries of what play can truly be.
As we eagerly await the specific, highly anticipated announcements from Lego's historic first-ever CES press conference, one undeniable truth remains abundantly clear: the company is unequivocally not content to simply rest on its well-deserved laurels. It continues to relentlessly innovate, gracefully adapt, and profoundly inspire, unequivocally proving that even a classic, timeless toy can not only remain relevant but also stand proudly at the cutting edge of both technology and human imagination. The future of play, it seems, is actively being built, brick by digital brick, by visionary companies like Lego, promising endless possibilities for generations to come.
from Mashable
-via DynaSage
