The world of Legos is officially stepping onto one of tech’s biggest stages as the Lego Group prepares to host its first-ever press conference at CES 2026.
The milestone event signals a growing convergence between toys, technology, gaming, and sustainability, and it has created widespread speculation about what the iconic plastic brick maker may unveil when it takes the spotlight in Las Vegas.
Legos Enter CES for the First Time
For decades, CES has been dominated by consumer electronics giants such as LG, which traditionally opens press day with its highly produced keynote. This year, LG will once again set the tone with a presentation themed “Innovation in Tune with You.” But 2026 also marks a notable shift: Legos are formally entering the CES conversation for the very first time.
The Lego Group has remained tight-lipped about its agenda, offering no official preview of announcements. That silence has only fueled speculation across the tech and toy industries, with analysts suggesting everything from video game announcements to high-profile Formula 1 collaborations.
