The LEGO Group is participating in the Consumer Electronics Show (CES) Media Days for the first time in the company’s history. The press conference is scheduled for Monday, January 5, 2026, at 13:00 ET (10:00 PT). This event marks a transition from the brand’s traditional focus on physical retail toys toward integrated digital and manufacturing technologies. The presentation will take place at the Mandalay Bay Convention Center in Las Vegas as part of the official CES pre-show media schedule.
Everything you need to know about the livestream
The press conference will be available for public viewing through several digital channels. While it is a media-only event on-site, the Consumer Technology Association (CTA) and the LEGO Group have established platforms for remote access:
- Official CES Website: The CTA provides a centralized livestream for all Media Day 2 sessions at the official CES live video library.
- LEGO Newsroom: The LEGO Group typically hosts major product reveals and corporate announcements at its official digital newsroom and YouTube channel.
- On-Demand Replays: For viewers unable to watch the live broadcast, the full session will be uploaded to the CES website and the LEGO Group’s media archive within 24 hours of the conclusion of the event.
Now, let’s talk about what we can expect LEGO to address during this press conference. The company has not really revealed too many details regarding what their agendas are going to be for their first ever CES showing, but if you take a look at some of the moves they have made thus far, this is what we think they are going to talk about –
Additive Manufacturing and 3D Printing – The LEGO Group recently confirmed that Ronen Hadar, Head of Additive Design and Manufacturing, will be discussing the company’s shift toward industrial-scale 3D printing. Following the 2025 release of the Icons Holiday Express Train, which featured the first 3D-printed element in a retail set, the company is expected to detail how it will use this technology to create complex geometries that are not possible with traditional injection molding.
Digital Play and Gaming Partnerships – Building on the 2025 launch of “LEGO Horizon Adventures,” the company is expected to discuss its 2026 software roadmap. This may include updates on “LEGO Batman: Legacy of the Dark Knight” and ongoing collaborations with Epic Games. The focus of these partnerships is the creation of “phygital” experiences, where physical building sets interact directly with digital environments.
Formula 1 and Automotive Technology – The company has announced a multi-year partnership with Formula 1 and the F1 Academy. The CES presentation may feature tech-integrated racing models, potentially incorporating improved sensors or app-controlled mechanics within the Technic line. This aligns with the “Vehicle Tech” theme that is a core component of the CES 2026 exhibition.
The LEGO Group has also established a target to reduce carbon emissions by 37% by 2032 and to use sustainable materials for all core products. At CES, the company may provide technical updates on its research into bio-PE (polyethylene) and recycled PET (polyethylene terephthalate). The presentation is expected to cover how the company is modifying its manufacturing supply chain to integrate these materials without compromising the “clutch power” or durability of the plastic bricks.]
If you are planning to attend the event in person, this is what you need to know –
For registered media attending in person, the press conference will be held at the Mandalay Bay Convention Center. Shuttles are provided from major hotels on the Las Vegas Strip specifically for Media Day participants. Due to the high interest in the LEGO Group’s first appearance, attendees are advised to arrive at the designated hall at least 30 minutes prior to the 13:00 ET start time.
