Lego has expanded its Comic-Con presence this year, turning its familiar convention-floor footprint into a hands-on, tech-forward experience that blends giant brick builds with interactive electronics. The new installations spotlight two of pop culture’s biggest franchises and give fans an early look at several upcoming collector sets.
What visitors will see and why it matters
At the San Diego Convention Center, Lego is pushing its Lego Smart Play platform—hardware and software that link physical models to responsive, digital features—by staging two immersive, themed destinations. The move signals the company’s intent to make convention activations less like static displays and more like participatory attractions that drive social sharing and media attention.
Beyond spectacle, the event is also a product showcase: Lego used Comic-Con to debut details and public previews of new Star Trek, Donkey Kong and Shrek sets, giving collectors and casual fans a clear timeline for when those products will reach stores.
Experience highlights
The booth opens with a retro-futuristic gateway and splits into two major activations.
For Star Wars fans, Lego built “Destination: Mos Eisley”, an oversized, photo-ready recreation of the Cantina. The installation includes staged moments—fans can perform a reworked Cantina Song onstage, sit in the corner booth opposite Greedo, or take a picture with a snoozing Dewback at the petting exhibit.
On the Pokémon side, the company reconstructed the Pokémon Lab at scale. Life-size brick Pokémon and Smart Play–powered interactions let visitors toss virtual Poké Balls in a game called “Hide and Pikachu,” bringing augmented mechanics to a physical environment.
New and upcoming sets revealed
Several notable items were displayed or confirmed at the booth. Below are the key reveals and availability notes:
- Lego Icons Star Trek: U.S.S. Enterprise NCC-1701 Bridge — A detailed bridge set created to mark Star Trek’s 60th anniversary. Available exclusively at Lego stores and LEGO.com beginning Sept. 1.
- Donkey Kong Arcade — A 1,367-piece collectible recreating the original arcade layout, complete with interactive elements that let players release barrels and make Jumpman jump. Ships Aug. 1.
- Shrek minifigure collection — A lineup of 12 minifigures previewed ahead of broader Shrek sets planned for 2027; the minifigures will be released Sept. 1.
In addition to those items, visitors can expect other displays and panels: a dedicated discussion called “Star Trek: The Collector Frontier” (featuring designers Henrik Andersen and Crystal Marie Fontan) is scheduled in Room 5AB, and a massive brick-built Captain’s Chair composed of 83,568 pieces is on view at the nearby Marriott Marquis.
Why this strategy matters for Lego
Lego’s Comic-Con approach reflects a broader retail and brand play. By combining large-scale, photogenic sets with interactive tech, the company aims to deepen engagement—turning passerby curiosity into social posts, media coverage and, ultimately, sales. Smart Play installations also let Lego test how digital features affect interest in physical sets, a useful signal as the toy maker balances nostalgia-driven collector items with tech-enabled experiences.
For fans, the immediate takeaway is simple: Comic-Con visitors get hands-on previews and photo opportunities, while collectors have concrete release dates to watch for this late summer and early fall.
