Bricks Go High-Tech: The Lego CES 2026 press conference Debuts in Vegas

Can plastic bricks outshine AI? Lego is about to find out as it prepares for its first-ever official CES press conference in Las Vegas next week. In a sea of computer chips and electric vehicles, the Danish toy giant's presence marks a significant shift in how we perceive the intersection of play and technology.

Lego CES 2026 press conference: What to expect

The highly anticipated event is scheduled for 1:00 p.m. on Monday, Jan. 5. While CES is traditionally a stage for heavyweights in the semiconductor and automotive industries, Lego is expected to bring a more imaginative flair to the show. Rumors suggest that the company will dive deeper into its digital portfolio, potentially moving beyond physical building sets into integrated tech ecosystems.

Unexpected play: From Gotham to Formula 1

Speculation is mounting regarding a massive new Lego Batman video game and a high-profile collaboration with F1 to produce a tech-enhanced racing car. These projects signal that Lego isn't just attending for show; they're competing for attention against the usual barrage of AI-driven finance apps. Although a livestream link hasn't been confirmed yet, the industry is bracing for what could be the most entertaining briefing of the week.