How to Watch Lego CES 2026 Press Conference Live

Lego is doing something it's never done before. After decades of letting other companies talk about its creations, the iconic Danish toy maker is stepping onto one of tech's biggest stages. On January 5, 2026, Lego will host its first-ever press conference at CES—the Consumer Electronics Show that draws hundreds of thousands of tech enthusiasts, journalists, and industry leaders to Las Vegas every January.

This isn't a small moment for the company. Lego has been around since 1932, selling plastic bricks to millions of kids (and increasingly, adults) worldwide. But until now, it's operated largely outside the tech conference circuit. So what's changed? Why is Lego suddenly making a CES appearance?

The answer lies in the intersection of physical toys, digital experiences, and the future of interactive entertainment. As Lego expands into gaming partnerships, sustainable manufacturing, and augmented reality experiences, it's becoming less of a toy company and more of an entertainment and technology conglomerate. According to PPC Land, Lego's shift towards licensed franchise merchandising has been a significant factor in this transition.

In this guide, we'll walk you through everything you need to know about Lego's CES 2026 debut. We'll cover how to watch the livestream, what time it starts, what experts are predicting the company might announce, and why this event matters for the future of Lego as a brand. Whether you're a casual fan or a serious AFOLs (Adult Fan of Lego), this is shaping up to be a genuinely interesting moment in the company's 90-plus-year history.

TL; DR

• When it happens: Lego's CES 2026 press conference is scheduled for Monday, January 5 at 1:00 PM ET
• How to watch: The presentation will likely be livestreamed, though Lego hasn't confirmed the exact platform yet
• What to expect: Possible announcements include new video games, Formula 1 racing collaborations, sustainable brick innovations, and tech partnerships
• Why it matters: This is Lego's first-ever CES presentation, signaling the company's shift toward tech-driven experiences and digital entertainment
• Stay updated: If livestream details aren't immediately available, major tech outlets will be liveblogging the event in real-time

Lego's investment in digital and gaming experiences has grown significantly, reaching an estimated 80% by 2026, highlighting its strategic shift towards tech and gaming. Estimated data.

How to Watch Lego's CES 2026 Press Conference

The logistics are straightforward, even if the confirmation details are still being finalized. Here's what you need to know about tuning in.

Exact Time and Date

Mark your calendar for Monday, January 5, 2026, at 1:00 PM Eastern Time. That's 10:00 AM Pacific Time and 6:00 PM GMT if you're watching from outside the United States. The timing matters because CES runs for several days, and Lego's slot puts it in the middle of the conference's main schedule when press attention is at its peak.

This timing is strategic. The Consumer Electronics Show typically runs from Tuesday through Thursday, with most major press conferences happening on the opening days. By scheduling its keynote for Monday, Lego gets prime real estate—a day when journalists and tech enthusiasts are fresh, cameras are ready, and the news cycle is wide open.

Expected Livestream Platforms

While Lego and the Consumer Technology Association haven't officially announced where the livestream will be hosted, companies at CES typically stream through multiple channels. You should expect the presentation to appear on:

• YouTube: The most common choice for tech company keynotes, offering easy embedding and archive access
• Lego's official website: Many companies host streams directly on their sites
• CES official channels: The Consumer Technology Association may stream all major press conferences on its platforms
• Twitter/X and other social media: Live updates and clips typically appear here in real-time

As soon as Lego confirms the official streaming URLs, major tech publications will share them. If you're planning to watch, set a reminder for December 30 or 31 to check for confirmed details.

What If the Livestream Isn't Available?

Here's where it gets useful. Even if Lego's stream experiences technical issues or doesn't go live as expected, the tech media will have you covered. Major outlets like Engadget, The Verge, and CNET send journalists directly to CES to cover presentations live.

These outlets will be liveblogging the event in real-time, posting updates as they happen. They'll capture the key announcements, take photos and videos, and provide context within minutes of each major reveal. If you can't watch the official stream, following the social media accounts of tech journalists covering CES is your best bet for staying current.

International Viewing Considerations

If you're outside North America, the timing might be awkward. 1:00 PM ET translates to late evening in Europe and middle-of-the-night in Asia. However, once the presentation is over, Lego will almost certainly upload the full video to YouTube and its website within hours. Most companies do this as a matter of routine.

You won't miss anything crucial by watching on delay. The announcements won't change, and you'll get the full context rather than piecing together updates from live coverage.

Experts predict a high likelihood of Lego announcing new gaming partnerships at CES, followed by motorsports collaborations and sustainable materials innovations. Estimated data based on industry analysis.

Why Lego Is Making Its CES Debut Now

Understanding why Lego is appearing at CES in 2026 requires looking at how the company has evolved over the past five years. This isn't a random decision—it's a signal of where Lego sees itself heading.

The Shift Toward Digital and Interactive Experiences

Lego spent the 2010s primarily as a physical toy company. Kids (and adults) would buy boxes of bricks and build things. The company made some licensing deals with major franchises—Star Wars, Marvel, Lord of the Rings—but the core product remained unchanged: plastic bricks you assembled with your hands.

That's changing. Lego has increasingly focused on digital experiences and gaming partnerships. The company partnered with Sony to launch Lego Horizon Adventures, an animated online game that ties into the popular Horizon Zero Dawn franchise. This isn't just a marketing tie-in; it's a full game studio collaboration.

Moreover, Lego has been investing heavily in gaming for years. The company has numerous games in development, including Lego Batman: Legacy of the Dark Knight, which is expected to launch in 2026. These aren't afterthoughts or quick cash grabs—they're major productions with significant budgets.

CES is where tech companies and entertainment companies increasingly meet. By appearing at CES, Lego is signaling that it considers itself part of the tech and gaming world, not just the toy world.

A New Era of Partnerships and Collaborations

Lego has also been expanding its partnerships beyond traditional toy retailers. The company is collaborating with Formula 1, technology companies, and entertainment studios. The Lego Group F1 Academy racing car is one example—a real Formula 1 car painted in Lego colors as a brand partnership.

These partnerships require visibility and credibility in tech and entertainment circles. CES provides a platform to announce new collaborations, showcase gaming experiences, and position Lego as a company that's thinking beyond plastic bricks.

Sustainability as a Tech Story

Lego has committed to some ambitious environmental goals. By 2032, the company wants to make all its bricks from sustainable materials and reduce carbon emissions by 37%. These aren't toy company goals—they're tech company goals that require innovation, research, and investment.

CES has increasingly become a venue for sustainability announcements, particularly around manufacturing, materials science, and supply chain optimization. Lego's sustainability initiatives could be a significant part of its presentation.

What Lego Might Announce (Expert Predictions)

Lego hasn't provided any official hints about what it plans to reveal, but industry analysis and the company's recent strategic moves give us some educated guesses.

New Gaming Partnerships and Announcements

This is the most likely announcement category. Lego has been aggressively pursuing gaming partnerships, and CES is the perfect venue to announce new collaborations or game launches. Lego Batman: Legacy of the Dark Knight is the most obvious candidate—a new game launching in 2026 deserves a major announcement.

But there could be more. Lego might announce partnerships with other gaming studios, details about upcoming Lego games beyond Batman, or even a commitment to a specific gaming platform or technology.

The company could also discuss how it's using advanced graphics, AI-generated content, or other emerging technologies in its gaming experiences. This would be appropriately tech-focused for a CES audience.

Formula 1 and Motorsports Collaborations

Lego's partnership with Formula 1 through the Lego Group F1 Academy is a visible, high-profile arrangement. The company might use its CES time to expand on this partnership, announce additional motorsports collaborations, or discuss how it's integrating gaming and physical collectibles around Formula 1.

Imagine Lego announcing a Formula 1 racing game, or a deeper integration between physical Lego F1 sets and a digital racing experience. This would blend the physical and digital in exactly the way that CES audiences love.

Sustainable Materials and Innovation

Lego's commitment to making bricks from sustainable materials by 2032 is a genuine technological challenge. The company might use its CES platform to showcase innovations in materials science, discuss partnerships with sustainability-focused companies, or announce breakthroughs in producing environmentally-friendly plastic bricks.

This might sound dry, but it's actually compelling technology. Making plastic from renewable sources, engineering it to have the same structural properties as traditional plastic, and scaling production to billions of units annually is a legitimate engineering challenge.

Augmented Reality and Mixed Reality Experiences

One category Lego hasn't fully explored yet is AR and mixed reality. Imagine holding up a Lego set to your phone and seeing it come to life in augmented reality. Or using VR to build in a virtual Lego workshop with others around the world.

These experiences could be announced at CES, particularly if Lego is partnering with a major tech company (Apple, Microsoft, Meta, etc.) to develop them.

Metaverse or Web 3 Initiatives

While Lego has been cautious about jumping into cryptocurrency and NFTs, the company hasn't ruled out Web 3 experiences. A metaverse presence or digital collectibles platform could be announced, though this seems less likely given Lego's brand-conscious approach to risky technologies.

Lego's involvement in tech and entertainment is projected to grow significantly by 2026, marking its transition from a traditional toy company to a tech and entertainment conglomerate. Estimated data.

What CES Means for Lego's Brand and Strategy

Appearing at CES isn't just about making announcements. It's a strategic positioning move with longer-term implications.

Repositioning as a Tech-Forward Company

For decades, Lego was primarily sold in toy stores. Parents thought of it as a toy, retailers categorized it as a toy, and Lego thought of itself as a toy company. That's changing. By appearing at CES, Lego is telling the world: we're not just a toy company anymore.

This repositioning matters because it affects:

• Stock valuations and investor perception: Tech and entertainment companies often command higher valuations than traditional toy makers
• Talent recruitment: Engineers and designers want to work for cutting-edge tech companies, not old-fashioned toy manufacturers
• Partnership opportunities: Major tech companies are more likely to collaborate with peers at their own level
• Consumer perception: Adults buying Lego for themselves see it differently than parents buying toys for kids

Attracting a Different Audience

Lego's core market is children, but the company has increasingly focused on adults. AFOLs (Adult Fans of Lego) spend far more per set than kids do. They build complex models, display them, and actively participate in online communities.

By appearing at CES, Lego attracts the attention of tech enthusiasts and early adopters—adults who care about innovation, design, and cutting-edge experiences. These are exactly the people who spend serious money on high-end Lego sets and experiences.

Building Credibility for Future Ambitions

If Lego wants to launch a metaverse platform, announce an AI-powered design tool, or partner with major tech companies on something significant, CES is the place to build credibility. Appearances at major tech conferences establish a company as a serious player, not a side effort.

The Broader Context: Toy Companies Going Tech

Lego's CES appearance isn't happening in a vacuum. It's part of a broader trend of traditional consumer goods companies embracing technology and digital experiences.

Other Toy and Entertainment Companies at CES

Mattel, Hasbro, and other major toy companies have been quietly building technology initiatives for years. Some have established gaming studios, others have invested in VR experiences or streaming platforms. Lego's CES debut is just the most visible example of this shift.

The Convergence of Physical and Digital

The most interesting consumer experiences in the next 5-10 years will blur the line between physical and digital. A Lego set might come with a QR code that unlocks a related mobile game. A Lego minifigure might be collectible both as a physical object and as a digital avatar.

CES is where these kinds of hybrid experiences get announced and celebrated.

Why This Timing in 2026

Lego's CES debut in 2026 coincides with several tech industry trends:

• Maturation of gaming partnerships: Games announced in 2025-2026 will be ready for major reveals in early 2026
• Sustainability breakthroughs: Materials science and manufacturing innovations might be ready to showcase
• AR/VR adoption: Mixed reality technology is becoming more accessible and practical
• AI integration: Generative AI tools for design and content creation are advancing rapidly

Lego is timing its CES appearance for maximum impact and relevance.

Estimated data suggests YouTube will capture the largest share of viewership for Lego's CES 2026 press conference, followed by Lego's official website.

How to Stay Updated on Lego's CES Plans

Since official confirmation details are still being finalized, here's how to get the latest information.

Official Lego Channels

Lego.com is the primary source. The company typically posts all major announcements and event details on its official website weeks in advance. Check the news or press center section regularly as January 5 approaches.

Lego also announces CES participation on its official social media accounts—Instagram, Twitter/X, TikTok, and YouTube. Following @LEGO_Group on Twitter and subscribing to the official Lego YouTube channel ensures you'll see announcements as soon as they're posted.

Tech Press and CES Coverage

Major tech outlets cover CES extensively. Engadget, The Verge, CNET, TechCrunch, and others assign journalists to cover the conference live. These outlets will:

• Post previews and expectations for Lego's presentation
• Provide livestream links and technical details
• Liveblog the actual event
• Publish analysis and context after announcements
• Upload exclusive interviews with Lego executives

Setting up Google News alerts for "Lego CES 2026" will send you notifications as coverage appears.

Direct CES Information

The Consumer Technology Association, which runs CES, posts schedules and details on CES.tech. As the conference approaches, all press conference times and livestream details will appear here.

Reddit and Fan Communities

Lego fan communities on Reddit (r/lego, r/AFOLs) are incredibly active. The moment official details are announced, community members will discuss them and share streaming links. These communities often have dedicated CES discussion threads during the conference.

Why Lego Fans Should Care About This Event

Lego enthusiasts—whether casual builders or serious AFOLs—have good reason to pay attention to this presentation.

New Product Categories Could Be Announced

Lego typically uses major platform announcements to introduce new product lines. The company might announce themed sets, new building systems, or collectible formats not yet available. These initial announcements often come with exclusive early-access opportunities for fans.

Gaming Integration Affects the Whole Brand

Lego gaming experiences increasingly tie into physical products. If Lego announces a major new game at CES, it might launch with companion Lego sets. Fans who know about the announcement early can pre-order these sets and understand the full context.

Collector Value and Rarity

Lego items connected to major announcements—special editions, limited runs, exclusive minifigures—often become more valuable to collectors. Knowing about announcements in advance helps enthusiasts understand which sets might appreciate in value.

Community and Belonging

Lego's CES presentation is a moment of cultural significance for the brand. Fans who watch it live are part of a shared experience with millions of others worldwide. It's similar to how comic book fans attend major Comic-Con presentations.

To fully enjoy Lego's CES presentation, allocate 75 minutes, use a larger screen, and minimize distractions. Estimated data based on suggested practices.

The Technical Side: What Makes CES Special

CES isn't just any conference. Understanding what makes it unique helps explain why Lego's appearance there matters.

Scale and Reach

CES attracts over 170,000 attendees annually, with global media coverage reaching billions. It's one of the largest tech conferences in the world. When a company announces something at CES, it automatically gets tremendous visibility.

Credibility and Industry Validation

Appearing at CES signals that a company is serious about innovation and technology. It's a form of industry validation. Analysts, investors, and tech enthusiasts all pay attention to CES announcements because they know the best new technology gets revealed there.

Media Infrastructure

CES has well-established media operations. Press conferences are professionally filmed, multiple livestream options are available, and journalists from every major outlet are present. This infrastructure makes it the perfect venue for announcements that need to reach a global audience.

Timing and Calendar Significance

CES happens at the beginning of the year, traditionally the time when companies reveal their annual strategies and major products. Launching something at CES signals it's a big deal worth putting into your annual planning.

What Happened at Previous Toy Company CES Presentations

Lego isn't the first toy company to appear at CES, though it is making its debut this year. Looking at how other toy and entertainment companies have used CES offers clues about what to expect.

Mattel's CES History

Mattel has appeared at CES for several years, using the platform to announce gaming partnerships, digital collectibles, and technology-integrated toys. The company has revealed Hot Wheels gaming experiences, Barbie metaverse initiatives, and AI-powered toy prototypes.

Gaming and Entertainment Focus

Toy companies at CES consistently focus on gaming partnerships, digital experiences, and convergence between physical and digital play. Virtual reality, augmented reality, and blockchain-based collectibles have all been announced by toy companies at CES.

Announcements That Actually Mattered

The most successful toy company CES announcements aren't about new plastic figures or traditional products. They're about:

• Partnerships with gaming studios
• Digital platform launches
• Innovative manufacturing processes
• Sustainability breakthroughs
• Integration with popular franchises or technologies

Lego's presentation will almost certainly follow this pattern.

Preparing for the Announcement: What to Know in Advance

If you want to be fully prepared for Lego's CES presentation, here's what you should know going in.

Recent Lego Announcements and Context

In the months leading up to CES 2026, Lego will likely drop hints through press releases, social media, and partnerships. Pay attention to:

• Gaming collaborations announced in December 2025 or early January 2026
• Any partnerships with tech companies
• Sneak peeks of new Lego sets
• Statements from Lego executives about the company's direction

Understanding Lego's Strategic Priorities

Knowing what Lego cares about helps you predict announcements. The company has publicly committed to:

• Digital and gaming experiences
• Sustainability and environmental responsibility
• Partnerships with entertainment franchises
• Expanding the adult fan community
• Innovation in manufacturing and materials

Any announcement at CES will align with these priorities.

Following Lego Executives and Key People

Lego's leadership makes public statements about the company's direction. Following Iyad Makoond (CEO), Carsten Sørensen, and other executives on LinkedIn gives you insight into what the company is prioritizing and what might be announced.

The Day Of: How to Experience Lego's CES Presentation

When January 5, 2026 arrives, here's how to make the most of the event.

Setting Up Your Viewing Experience

Dedicate 60-90 minutes to watching the full presentation. Close other applications, put your phone on silent, and eliminate distractions. These presentations move fast, and you'll want to catch everything.

If possible, watch on a larger screen—laptop or desktop rather than phone. Details and product reveals are better appreciated on bigger displays.

Taking Notes

While watching, jot down:

• Product names and release dates
• Partnership announcements
• Pricing information (if provided)
• Unexpected surprises
• Questions you want answered

This helps you process the information and revisit key details later.

Engaging with the Community

As the presentation happens, social media will explode with reactions. Twitter/X is the primary platform for live discussion. Using hashtags like #CES2026 and #Lego lets you engage with other fans and see instant reactions to announcements.

But avoid getting sucked into arguments or misinformation. Tech Twitter can get noisy. Stick to verified accounts and official sources for accurate information.

Recording for Later

If the official livestream doesn't record automatically, tech outlets like YouTube will have the full video within hours. You can always watch the recording later if the live timing doesn't work.

After the Announcement: What's Next

Once Lego's CES presentation concludes, the real impact begins.

Product Pre-Orders and Availability

If new Lego sets, games, or experiences are announced, they'll typically become available for pre-order within days. Major retailers like Amazon, Target, Walmart, and the official Lego Store will post pre-order links.

Popular announcements sell out quickly. If something interests you, don't wait—pre-order within the first week if possible.

Stock and Investment Impact

Lego is majority-owned by the Kirk Kristiansen family, but the company's performance affects investors holding stakes. Significant announcements can impact Lego's valuation and business outlook. If you follow Lego's business side, pay attention to investor analysis in the days after CES.

Ripple Effects Across the Industry

Lego's CES presentation will likely influence other toy and entertainment companies. Expect announcements from competitors in the weeks following, as other companies respond to Lego's moves.

Fan Community Response

Lego fan communities will spend weeks analyzing and discussing what was announced. New subreddits and Discord servers might form around specific products. If you want the deepest dives into what was revealed, check fan forums a week or two after the event.

Common Questions About Lego's CES Appearance

FAQ

What exactly is CES and why do tech companies announce there?

CES (Consumer Electronics Show) is the world's largest technology conference, held annually in Las Vegas. It draws over 170,000 attendees and receives global media coverage. Companies announce new products there because CES provides unmatched visibility, credibility, and access to technology journalists, industry analysts, and early adopters. For a company like Lego repositioning itself as a tech and entertainment company, CES is the premier venue to reach the right audience.

Is Lego's CES presentation definitely going to be livestreamed?

While not officially confirmed yet, it's nearly certain that Lego's presentation will be livestreamed. The CES organizers typically provide livestream infrastructure for all major press conferences, and major companies always stream their keynotes to reach global audiences. If an official stream isn't available through Lego or CES, tech media outlets will provide liveblog coverage and uploads of the full presentation within hours of completion.

What time is the presentation in different time zones?

The presentation is scheduled for Monday, January 5, 2026 at 1:00 PM Eastern Time. This converts to 10:00 AM Pacific Time, 6:00 PM GMT (United Kingdom), 7:00 PM Central European Time, 2:00 AM Japan Standard Time (January 6), and 3:00 AM Australian Eastern Time (January 6). If the timing doesn't work for you, watch the official video recording on YouTube or Lego.com within hours of the live presentation.

Will Lego announce new sets or games that I can buy immediately?

Unlike toy industry events, CES announcements typically don't result in immediate product availability. Announced products usually become available for pre-order within days to weeks, with full retail availability following 30-90 days later. Gaming announcements might have longer lead times before release. For exact availability, check Lego.com and major retailers the day after the presentation.

How can I watch the presentation if I'm outside the United States?

The livestream will be accessible globally through YouTube, Lego.com, and CES.tech. If the live timing is inconvenient in your time zone, the full presentation will be archived on YouTube and available for on-demand viewing within 24 hours. Tech media outlets also typically post clips and summaries that cover the major announcements, allowing international audiences to catch up quickly.

What if Lego doesn't announce anything that interests me?

CES presentations are always mixed bags—some announcements appeal to specific audiences while others don't. If Lego's announcements don't directly interest you, they'll still likely influence the gaming industry, sustainability standards, and entertainment partnerships that affect the broader Lego ecosystem. Even if major announcements don't appeal to you personally, Lego will continue releasing new sets, games, and products for fans of all interests.

Could Lego delay or cancel its CES presentation?

Unfortunately, yes. While extremely unlikely given the company's official commitment to appearing at CES, unforeseen circumstances could cause delays. If that happens, Lego would almost certainly reschedule to a later date or move the presentation online. Following official Lego channels and major tech news outlets in early January will ensure you know about any changes immediately.

How can I get early access to products announced at CES?

Official Lego VIP members often get early pre-order access to newly announced products. Signing up for the free Lego VIP program on Lego.com is the best way to ensure you can pre-order quickly. Tech enthusiasts and journalists also sometimes get exclusive early access, which they share through their newsletters and social media accounts. Following major tech outlets' CES coverage ensures you'll know about pre-order links as soon as they're available.

Final Thoughts: Why Lego's CES Debut Matters

Lego's first-ever presentation at CES isn't just another corporate event. It represents a fundamental shift in how one of the world's oldest and most iconic toy companies sees itself. The company is stepping away from its identity as a traditional toy maker and positioning itself as a technology and entertainment company.

This matters because it signals what Lego believes about the future. The company isn't betting on physical bricks alone—it's investing in gaming, digital experiences, sustainability innovations, and strategic partnerships. These are the tools of a modern technology company, not a traditional toy manufacturer.

For casual fans, Lego's CES appearance might result in exciting new games or product announcements. For serious AFOLs and collectors, it signals that Lego is evolving into something bigger and more ambitious. For investors and industry observers, it confirms that Lego sees itself competing in the entertainment and technology space, not just the toy aisle.

January 5, 2026, at 1:00 PM ET is worth putting on your calendar. Whether you're a longtime Lego enthusiast, a casual fan curious about what's next, or simply interested in how traditional brands adapt to the technology age, Lego's CES presentation will be worth watching.

The livestream will be easy to access, the announcements will likely be significant, and the ripple effects will shape what Lego looks like for the next five years. Clear your schedule, set up your viewing setup, and prepare to see what this iconic company reveals when it finally takes the stage at the world's most important technology conference.

Lego spent over 90 years building its reputation through innovation, quality, and creativity. Its first CES appearance will show the world how it's applying those same principles to the digital age.

Key Takeaways

• Lego's first-ever CES press conference is scheduled for Monday, January 5, 2026 at 1:00 PM ET, marking a major shift toward positioning itself as a tech and entertainment company rather than solely a toy manufacturer
• The presentation will likely be livestreamed through multiple platforms including YouTube and Lego.com, with tech media liveblogging available if official streams encounter issues
• Expected announcements include new gaming partnerships (particularly Lego Batman: Legacy of the Dark Knight), Formula 1 collaborations, sustainable material innovations, and potential AR/VR experiences
• Lego's CES appearance signals the company's commitment to digital experiences, gaming studios, and entertainment partnerships as core business priorities alongside traditional brick products
• AFOLs (Adult Fans of Lego) and tech enthusiasts should monitor the event as announcements may affect product pre-orders, collectible values, and new gaming experiences launching in 2026

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