Lego CES 2026 Press Conference: Complete Guide to Watching Live

Lego just dropped one of the biggest surprises in tech conference history. The Danish toy giant, a company that's been making plastic bricks since 1932, is stepping onto the Consumer Electronics Show stage for the very first time. And honestly? Nobody quite knows what to expect.

This isn't some minor company making a quiet debut. We're talking about a $5 billion brand that's been quietly dominating the toy world while everyone else obsessed over screen time and digital gadgets. Now Lego's walking into CES, one of the most high-stakes technology conferences on the planet, with something important enough to warrant a full press conference.

The presentation is locked in for Monday, January 5, 2026, at 1PM Eastern Time. That's roughly 10AM Pacific for West Coast folks, and 6PM GMT if you're tuning in from Europe. But here's the thing: Lego's been completely tight-lipped about what's actually coming. The company hasn't released a single official statement about presentation content, which means we're all operating on educated guesses and industry whispers.

What makes this debut so fascinating isn't just that Lego is showing up. It's that they're showing up at CES specifically, which tells us something significant is happening at the intersection of physical toys and technology. This isn't a press event at Toy Fair. This is CES, where the biggest tech announcements happen. Where Apple, Samsung, and Google command the spotlight. Lego wouldn't be here unless they had something genuinely innovative to showcase.

Let me break down everything you need to know about this historic moment: how to watch it, what you might see, why Lego decided to go public with this announcement, and what it means for the future of toys and interactive entertainment.

TL; DR

• When to Watch: Monday, January 5, 2026, at 1PM ET (10AM PT, 6PM GMT)
• Expected Livestream: Lego will likely stream the presentation on their official channels, though official confirmation is still pending
• Engadget Coverage: The Engadget team will liveblog the event with real-time updates if a direct livestream doesn't materialize
• Likely Announcements: New gaming partnerships, the F1 Academy racing car, sustainable brick innovations, or tech-forward product lines
• Why It Matters: Lego's CES debut signals a major pivot toward tech-integrated toys and marks the company's recognition of gaming and digital entertainment as core business drivers

Estimated data suggests sustainable materials and gaming details are the most likely announcements at Lego's CES 2026 debut.

How to Watch Lego's Historic CES 2026 Debut

The official presentation is scheduled for Monday, January 5, 2026, at 1PM ET. Mark your calendar, set your reminders, and clear your schedule for this one.

Right now, the Consumer Technology Association and Lego haven't released the specific streaming details, but here's what typically happens with major press conferences at CES: they go live on YouTube. Most CES presentations are available through the conference's official YouTube channel, and many companies also stream through their own channels simultaneously. Expect Lego to follow suit.

The most likely scenario is that you'll be able to access the livestream through multiple channels: the official CES YouTube channel, Lego's own YouTube account, and potentially on their website at Lego.com. Some companies also stream through their social media—Instagram, TikTok, and LinkedIn have become increasingly common platforms for major announcements.

Here's a practical breakdown of where to look:

Official CES Channels: The Consumer Technology Association maintains the central hub for CES at ces.tech. When the livestream link goes live, it'll be there. This is usually the most reliable source and often has the cleanest stream without any brand-specific graphics.

Lego's Official Platforms: Check Lego.com's news section and their YouTube channel roughly 15 minutes before showtime. Major companies usually put up live stream links just before they go active.

Social Media: Lego's Instagram, TikTok, and LinkedIn accounts will likely share the livestream link. This is especially true if they're trying to reach a younger audience alongside journalists and industry professionals.

Tech News Coverage: If you prefer curated commentary and real-time analysis, outlets like The Verge, Wired, and Engadget will be liveblogging the event. Engadget has specifically committed to covering this presentation, so heading to their site during the event will give you journalist analysis alongside the official presentation.

One crucial note: if a livestream doesn't materialize (which would be unusual for a CES presenter, but not unprecedented), the Engadget team has already committed to providing real-time coverage. They'll be on the ground at CES and will post updates throughout the event. This is actually worth bookmarking as a backup plan. You won't have real-time video, but you'll get professional journalists covering the announcements, which is sometimes more helpful than raw footage anyway.

The presentation itself will likely run between 30 to 45 minutes, plus potential Q&A with journalists. Budget an hour if you want to see the whole thing start to finish.

Estimated data suggests that new game titles have the highest likelihood of being announced by Lego at CES 2026, followed by a potential gaming platform.

What Lego Might Actually Announce

This is where it gets interesting. Lego hasn't dropped any official hints, which means we're piecing together possibilities from the company's recent moves, industry trends, and strategic partnerships.

Let's start with what we know Lego is working on. The company has several major projects in various stages of development, and CES seems like the perfect stage for tech-forward announcements.

Gaming Partnerships and New Titles

Lego's gaming division has been absolutely on fire lately. At CES 2025, Lego announced a partnership with Sony to launch Lego Horizon Adventures, which brought the PlayStation-exclusive Horizon franchise into the Lego universe. The game was well-received, blending Lego's accessible building mechanics with a more narrative-driven experience.

For 2026, Lego is gearing up to release Lego Batman: Legacy of the Dark Knight. This is a significant title because it marks a return to one of Lego's most beloved franchises while presumably incorporating lessons learned from recent game releases. There's a real possibility that Lego uses this CES presentation to deep-dive into the game, announce exclusive gameplay features, or reveal surprise crossovers with other gaming properties.

But here's what's interesting: if Lego was just announcing a game, they'd probably do it at a gaming conference or gaming-focused event. The fact that they chose CES suggests something bigger. Maybe they're announcing a gaming platform exclusive to Lego. Maybe they're revealing how Lego games integrate with smart home technology. Maybe there's a cloud gaming angle we haven't anticipated yet.

The F1 Academy Racing Car

Lego recently revealed an F1 Academy racing car as part of their promotional efforts. This isn't a toy set (well, not in the traditional sense). It's a real, functioning race car designed for the F1 Academy series. The car represents a fascinating blend of brand activation and product innovation. Lego wanted to create something that was unmistakably Lego—bright colors, modular design, blocky aesthetics—while being genuinely functional at competitive speeds.

At CES, Lego might showcase details about this car, explain the engineering that went into it, or announce further racing-related initiatives. They could be announcing Lego's official entry into esports racing, partnerships with racing teams, or special edition car-themed product lines. The F1 angle is particularly intriguing because it reaches beyond traditional toy audiences into automotive enthusiasts and sports fans.

Sustainable Materials and Brick Innovation

Lego has made a serious commitment to environmental responsibility. The company has set ambitious 2032 sustainability goals: making all Lego bricks from sustainable materials, reducing carbon emissions by 37%, and cutting waste in half. These aren't casual promises. They're concrete, measurable targets that affect manufacturing, supply chains, and product development.

At CES, Lego might announce a breakthrough in sustainable brick technology. Maybe they've developed a new bio-based plastic that's indistinguishable from traditional Lego bricks but far more environmentally friendly. Maybe they're launching a recycling program that turns old bricks into new ones. Maybe they're announcing partnerships with renewable energy companies to power their factories.

This angle matters at CES because tech companies are increasingly focused on sustainability and green innovation. Showing that Lego takes environmental responsibility seriously positions them alongside companies making solar panels and electric vehicles.

Augmented Reality and Interactive Experiences

This is pure speculation, but it's educated speculation. Lego has been experimenting with AR experiences for years. The company has apps that let you see virtual Lego buildings overlaid on real space, and they've dabbled with interactive experiences that blend physical bricks with digital components.

CES would be the perfect stage to announce a new AR platform or technology. Maybe Lego is unveiling smart bricks that integrate with apps to create truly interactive building experiences. Maybe they're announcing partnerships with AR headset manufacturers like Microsoft (HoloLens) or Apple (Vision Pro) to create immersive Lego experiences.

Or maybe—and this is the wild card—Lego is announcing AI-powered design tools. Imagine uploading a photo and having Lego AI generate building instructions to recreate it with real bricks. That's the kind of innovation that screams CES.

Consumer Electronics Integration

Lego has been steadily incorporating tech into physical products. You've got sets with motors, lights, and programmable components. But what if CES is where Lego announces deeper integration with consumer tech ecosystems?

Imagine Lego sets that connect to smart home systems. Or building experiences that integrate with voice assistants. Or subscription services that deliver new building instructions and digital content monthly. Or partnerships with major tech companies to create exclusive Lego experiences on their platforms.

The fact that Lego chose CES—not Toy Fair, not a fan convention, not their own event—suggests they're positioning themselves as a tech company first and a toy company second. That's a massive strategic shift.

Why Lego Is Making This Bold Move

Understanding why Lego is debuting at CES is actually more important than guessing what they'll announce. The "why" tells us something fundamental about the company's future direction.

Lego's core audience has changed. For decades, Lego was the quintessential toy for kids aged 5-14. Build bricks, use your imagination, play with physical toys. That's still true, but it's not the whole picture anymore. Teenagers and adults now represent a huge portion of Lego's market. Adult Fans of Lego (AFOLs) spend serious money on elaborate sets, and this demographic skews heavily toward tech-savvy, online-engaged consumers.

Moreover, the toy industry itself is undergoing a massive transformation. Digital experiences—games, apps, streaming content—compete directly with physical toys for consumer attention and spending. Lego recognized years ago that they couldn't just be a brick company anymore. They needed to be an entertainment company that happens to make bricks.

CES is where Lego announces that pivot publicly and definitively. They're saying, "We're not just at the toy store anymore. We're in the tech conversation. We're competing for your attention in the digital space. We matter in the innovation conversation."

There's also a prestige element. CES commands more global attention than any toy industry event. Having a Lego press conference at CES means the story reaches tech journalists, business leaders, and innovation enthusiasts who might never visit Toy Fair. It's a brilliant PR move that instantly elevates Lego's positioning in the market.

Lego is estimated to hold a 25% market share in the toy industry by 2026, reflecting its dominance and innovation in the sector. Estimated data.

The Strategic Timing of This Announcement

Lego's choice of January 2026 for this debut isn't random. It's actually strategically brilliant. Here's why:

First quarter is historically when major toy companies make announcements for the back-to-school and holiday seasons. By announcing at CES in early January, Lego sets the narrative for the entire year. Any announcement made here will ripple through the industry all the way through Q4.

Second, CES attracts the world's media. A single presentation at CES generates coverage across tech outlets, business publications, mainstream news, and trade press. Lego's announcement will reach audiences that conventional toy industry events never touch.

Third, January is when parents, educators, and gift-givers are thinking about what kids will want for spring and summer. An announcement in January reaches these audiences at the exact moment they're making purchasing decisions.

Fourth, tech partnerships often take time to develop. If Lego is announcing collaborations with major tech companies, January is the time to do it when both parties' marketing teams are fresh and ready to execute integrated campaigns.

Preparing for the Livestream: Technical Considerations

If you're planning to watch the livestream, here are some practical tips to ensure smooth viewing:

Internet Connection: Test your internet speed before 1PM ET on January 5. A livestream typically requires at least 5 Mbps for HD quality, though 10+ Mbps is ideal if you want 4K. If your connection is spotty, you might want to watch on a device with a wired connection rather than relying on WiFi.

Multiple Devices: Have a backup device ready. If your computer starts acting up, you can switch to a phone or tablet without missing anything.

Notifications: Enable notifications from Lego and CES official channels so you get alerted the moment the livestream goes live. Streaming links often go up just 5-10 minutes before the event starts, and you don't want to miss it.

Time Zone Conversion: Double-check the time conversion for your location. It's easy to accidentally think about Central time or Pacific time when the official time is Eastern. One common mistake: assuming the time on a CES website is automatically in your local zone when it's not.

Arrive Early: If the livestream is 1PM ET, try to log in by 12:45 to see if any pre-show content is happening. Major companies often have brief introductory material or camera tests before the official start.

Archive Access: If you can't watch live, most platforms keep the recording available for at least a few weeks. YouTube streams stay up indefinitely unless the uploader deletes them. You can watch the recording on your own schedule.

Lego aims to produce 100% of its products from sustainable materials and reduce carbon emissions by 37% by 2032. Estimated data shows a steady progress towards these ambitious goals.

What This Means for the Toy Industry Broadly

Lego's CES debut doesn't just matter for Lego. It signals a major industry shift that toy companies everywhere are watching.

For decades, the toy industry operated mostly separately from the broader consumer tech industry. Toys were sold at toy stores, discussed at toy conferences, and marketed primarily to kids and parents. Meanwhile, tech was sold at Best Buy, discussed at CES and tech conferences, and marketed primarily to adults and enterprise customers.

That separation is collapsing. The boundaries between entertainment, games, toys, and tech have blurred beyond recognition. A "toy" today might be a physical object, a video game, a streaming experience, an app, or some combination of all of those things.

Lego's appearance at CES formally acknowledges this reality. They're saying the company belongs in both conversations—both the toy industry and the tech industry. This is likely to inspire other major toy companies to seek their own CES presence. Mattel, Hasbro, and smaller innovative toy makers are probably watching this closely, thinking about how they can position themselves as tech companies rather than just toy makers.

For consumers, this shift means more innovation, more integration, and more choice. It also means higher prices for premium experiences and potential lock-in to specific ecosystems. Lego's strategy seems to be embracing both: affordable physical products for casual players, premium digital experiences for enthusiasts, and smart integration between the two.

The Broader Context: Lego's Recent Evolution

To understand what Lego might announce, it helps to zoom out and see what the company has been doing over the past few years.

Lego has been remarkably active in entertainment production. The Lego Movie franchise became a cultural phenomenon, spawning sequels, spin-offs, and various animated series. While some Lego movies were more successful than others, the franchise established Lego as more than a toy company—it established them as a media production company.

Simultaneously, Lego's gaming division has expanded dramatically. Beyond the major releases like Lego Marvel and Lego Star Wars franchises, the company has been exploring new gameplay mechanics, partnerships with major studios, and live service gaming models.

Lego has also invested heavily in their digital presence. Lego.com gets millions of visitors monthly. Their mobile apps have been downloaded tens of millions of times. They're running educational initiatives like Lego Education that integrate building with learning. They have a thriving community platform where fans share designs and ideas.

What ties all this together is a company that's clearly decided its future isn't just in manufacturing plastic bricks, but in becoming a comprehensive entertainment and technology platform. CES is where they announce that fact to the world.

Estimated data suggests that the CES YouTube Channel and Lego's own YouTube Channel will be the primary platforms for streaming Lego's CES 2026 debut, capturing a combined 55% of the audience.

The Environmental Angle: Lego's Sustainability Commitments

One theme worth exploring in detail is Lego's environmental strategy, because this could absolutely be a CES announcement focus.

Lego's 2032 sustainability targets are genuinely ambitious. Making all products from sustainable materials is not a trivial engineering challenge. Lego bricks need to meet extremely precise specifications—dimensions accurate to within 0.02mm, colors that are consistent, materials that are durable. Switching to alternative materials while maintaining these specifications is genuinely difficult.

The company has been experimenting with bio-based plastics derived from sugarcane, recycled ocean plastics, and other alternative materials. They've made meaningful progress—as of late 2024, certain Lego elements are being produced from sustainable materials. But scaling this to all products requires massive investment in manufacturing infrastructure.

The carbon reduction goal is equally challenging. Lego's manufacturing is energy-intensive, and the supply chain involves shipping products globally. Reducing emissions by 37% by 2032 means major investments in renewable energy, logistics optimization, and potentially manufacturing relocation to regions with cleaner grids.

If Lego announces a major sustainability breakthrough at CES, it would be significant news not just for toy enthusiasts but for the entire manufacturing industry. It would demonstrate that even highly precision-dependent manufacturing can shift to sustainable practices, which has implications for countless other industries.

Celebrity and Creator Partnerships

Another angle Lego might explore is partnerships with major celebrities, content creators, or entertainment figures. Lego has a track record of these collaborations—from movie franchises to celebrity-designed sets.

CES would be the perfect venue to announce a major partnership. Maybe a famous architect is designing a Lego collection. Maybe a major YouTuber or TikTok creator is getting an official Lego collaboration. Maybe a celebrity is launching an AI-powered design tool for Lego. Maybe there's a partnership with a major gaming streamer to create Lego-branded gaming content.

These kinds of announcements reach the broadest possible audience because they combine Lego's core audience with celebrity followers and mainstream media attention.

The Smart Home Angle

Here's something worth considering: what if Lego is moving into the smart home space? Imagine connected Lego sets that integrate with smart home systems. Building a Lego castle that triggers lights and sounds in your house through smart home integration. Lego modules that work with voice assistants to control room settings.

This is entirely speculative, but it fits the CES context perfectly. Smart home is a major theme at every CES, and Lego's brand is all about customization and personal expression. There's a natural fit there.

Educational Technology Expansion

Lego has Lego Education, which serves schools worldwide with building sets, curriculum, and teacher training. CES might be where they announce an expansion into broader educational tech.

Maybe they're launching AI tutors powered by Lego's building systems. Maybe they're announcing partnerships with major school districts to integrate Lego learning into classrooms. Maybe there's a subscription education service. Maybe there's an app that helps teachers create and share custom Lego curricula.

Educational technology is a huge growth sector, and Lego's existing education division gives them credibility and infrastructure to scale quickly.

What Not to Expect

Let's also talk about what probably won't be announced, because CES is not Toy Fair.

You probably won't see announcements about new basic Lego brick sets. Those get announced at Toy Fair and other toy-specific events. CES is for tech-forward announcements.

You probably won't see announcements focused primarily on price reductions or availability. CES is about innovation, not deals. That's handled through retail channels.

You probably won't see announcements about traditional brick sets aimed at young children. Lego's CES audience is adults, professionals, educators, and investors. They'll focus on products that appeal to these groups.

You probably won't see announcements that are purely sentimental or nostalgic. CES wants forward-looking innovation. While Lego might reference their heritage, the focus will be on what's next, not what was.

Post-CES Impact: What Comes Next

Whatever Lego announces, expect massive ripple effects through the toy, gaming, and entertainment industries.

If Lego announces a major sustainability breakthrough, other companies will scramble to announce similar initiatives. If they announce a gaming partnership, competing toy companies will rush to develop their own gaming strategies. If they announce AI-powered design tools, expect similar tools to appear from competitors within months.

The CES presentation will also affect Lego's stock price (assuming parent company Kirkbi Holdings continues on its path toward public markets), their partnerships (major tech companies will be approaching them with collaboration ideas), and their hiring (they'll need talented people to execute whatever they announce).

For consumers, the most immediate impact will be availability of whatever products they announce. If they announce something popular, expect demand to exceed supply initially. If it's something that requires setup or account creation (like an app or cloud service), expect server strain during launch.

How to Stay Updated Beyond the Livestream

After the CES presentation, multiple sources will have coverage, analysis, and additional information.

Tech outlets will publish detailed breakdowns and analysis. The Verge, CNBC, Bloomberg, and Business Insider typically cover major CES announcements. Toy industry publications like Toy Insider and The Toy Book will provide industry-specific analysis.

Lego themselves will be posting additional information on their official channels. Their blog, YouTube, and social media accounts will have supplementary content, behind-the-scenes footage, and answers to frequently asked questions.

Industry analysts will publish reports on the strategic implications. Firms like Gartner and Forrester may issue commentary on what Lego's announcements mean for the industry broadly.

The Lego fan community will be buzzing immediately after the presentation. Subreddits like r/lego, forums on Eurobricks, and Discord communities will be analyzing every detail and speculating about implications.

Engadget's coverage, in particular, will be worth following because they're committing to real-time coverage during the event and will likely have detailed follow-up articles within hours of the presentation ending.

Final Thoughts: Why This Moment Matters

Lego's CES 2026 debut is more than just a product announcement. It's a statement about the future of play, entertainment, and the convergence of digital and physical experiences.

For 93 years, Lego has been making toys. For the next era, they're positioning themselves as something bigger: an entertainment platform that just happens to include physical bricks. They're saying their core competency isn't plastic manufacturing—it's creativity, imagination, and building.

In a world increasingly mediated by screens and digital experiences, Lego is doubling down on physical tangibility while fully embracing digital integration. It's a smart strategy that acknowledges consumer reality: people want both digital and physical, and companies that serve both audiences win.

Whether Lego announces AI design tools, sustainable materials breakthroughs, new gaming partnerships, or something completely unexpected, one thing is certain: the toy industry will never quite be the same after January 5, 2026.

Set your calendar. Clear your schedule. This is one of those moments where an industry is publicly shifting its identity, and you'll want to see it as it happens.

FAQ

What time is the Lego CES 2026 press conference?

The presentation is scheduled for Monday, January 5, 2026, at 1PM Eastern Time, which is 10AM Pacific Time and 6PM GMT. Make sure to adjust for your local time zone to avoid missing the live presentation.

Where can I watch the Lego CES press conference live?

The livestream will likely be available through the official CES YouTube channel, Lego's YouTube channel at YouTube.com/@LEGO, and potentially on Lego.com. If a livestream doesn't become available, Engadget is committing to providing real-time coverage and liveblogging from CES, which you can follow on their website.

What is Lego likely to announce at CES 2026?

Lego hasn't officially revealed what they'll announce, but based on recent company activities and industry trends, possibilities include the Lego Batman: Legacy of the Dark Knight gaming details, F1 Academy racing car announcements, sustainable materials breakthroughs, augmented reality experiences, AI-powered design tools, or smart home integrations. The presentation could also feature gaming partnerships similar to their recent Sony and Lego Horizon Adventures collaboration.

Why is Lego making their CES debut in 2026?

Lego's decision to present at CES signals that the company is positioning itself as a tech and entertainment platform, not just a toy manufacturer. CES provides global media attention and reaches tech investors, partners, and adult audiences that Lego now considers core demographics. This timing allows Lego to set the narrative for the entire year and establish themselves in the broader innovation conversation.

How can I prepare for watching the livestream?

Test your internet connection (5+ Mbps recommended for HD, 10+ for 4K), have a backup device ready, enable notifications from Lego and CES official channels, double-check time zone conversions, and try to log in 15 minutes early to catch any pre-show content. If you can't watch live, the recording will remain available on YouTube indefinitely for later viewing.

What are Lego's sustainability goals and how might they relate to this announcement?

Lego has committed to making all products from sustainable materials, reducing carbon emissions by 37%, and cutting waste in half by 2032. A CES announcement about sustainable brick breakthroughs would be significant not just for Lego but for the entire manufacturing industry, as it would demonstrate that precision-dependent manufacturing can successfully transition to sustainable practices.

Has Lego made any previous CES announcements or presentations?

This is Lego's first-ever dedicated press conference at CES, making January 5, 2026, a historic moment for the company. While Lego products and innovations have been discussed at previous CES events, this marks the first time the company is hosting their own official presentation, signaling a major shift in their market positioning and strategy.

What should I expect in terms of presentation length and format?

Most CES press conferences run 30 to 45 minutes for the main presentation, with additional time for journalist Q&A. Budget about an hour total if you want to watch the complete event. The presentation will likely include product demonstrations, video content, strategic announcements, and possibly executive commentary from Lego leadership.

How will Lego's CES debut affect the broader toy industry?

Lego's presentation signals a fundamental industry shift toward treating toys and entertainment as integrated digital-physical experiences rather than separate categories. This will likely inspire competing toy companies to develop stronger tech strategies, gaming partnerships, and digital integrations. The announcement establishes Lego as a benchmark for how traditional toy companies can evolve into comprehensive entertainment platforms.

Where can I find additional coverage and analysis after the presentation?

Multiple sources will provide coverage immediately following the presentation: tech outlets like The Verge and CNBC, toy industry publications like Toy Insider, Lego's official channels and blog, industry analysts at firms like Gartner and Forrester, and the Lego fan community on Reddit and forums like Eurobricks. Engadget will have detailed follow-up articles within hours of the event ending.

Key Takeaways

• Lego's first-ever CES press conference is January 5, 2026 at 1PM ET, with livestream expected on official CES and Lego channels
• Likely announcements include gaming partnerships (Lego Batman: Legacy of the Dark Knight), F1 racing initiatives, sustainable materials breakthroughs, and AR/AI innovations
• This historic debut signals Lego's strategic shift from toy manufacturer to integrated entertainment and technology platform
• CES positioning reaches tech audiences, investors, and adults rather than traditional toy market, indicating Lego targets broader demographics
• Post-announcement, the toy industry will likely see competitors racing to develop their own tech integrations and digital-physical strategies

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