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Watch Lego's Historic CES 2026 Press Conference Live
Lego is doing something it's never done before. After more than 90 years of building plastic bricks in relative independence from the tech world, the company is stepping onto the Consumer Electronics Show stage for the very first time. And honestly, the timing is wild.
On Monday, January 5, 2026, at 1PM Eastern Time, Lego will host its inaugural CES press conference. The company hasn't revealed much about what's coming, which means the rumor mill is spinning at full speed. Some folks are betting on a Formula 1 racing car announcement. Others think it's about a new video game collaboration. A few are whispering about something completely different—maybe something that bridges the physical Lego world with digital experiences in ways we haven't seen yet.
The fact that Lego is showing up at CES at all is significant. CES is where tech companies announce their future. Lego announcing anything there signals that the company sees itself as a technology player now, not just a toy maker. That shift matters.
This guide breaks down everything you need to know: how to watch, what's likely being announced, what it means for the industry, and why this moment represents something bigger than just a product launch.
TL; DR
- Watch January 5, 2026 at 1PM ET: Lego's first-ever CES press conference, likely via livestream (details TBA)
- Possible announcements: F1 racing car, Lego Batman: Legacy of the Dark Knight game, sustainability initiatives, or new tech-forward products
- Why it matters: Lego is repositioning itself as a tech-enabled company, not just a toy manufacturer
- Coverage options: Livestream, Engadget live blog, or major tech news outlets covering the event
- Historical significance: This marks Lego's entry into the CES ecosystem after decades of independence
The chart estimates the likelihood of various Lego announcements at CES, with a new video game announcement being the most probable. Estimated data based on industry trends and rumors.
How to Watch Lego's CES 2026 Press Conference
Official Livestream Details
Lego and the Consumer Electronics Association haven't released the exact livestream link yet, but expect it to drop by late December 2025 or early January 2026. Here's what we know for certain: the presentation happens Monday, January 5, 2026, at 1PM Eastern Time. That's 10AM Pacific, 6PM London time, if you need to convert.
When the official link becomes available, it'll likely be on one of three places: Lego's official website, the CES official website, or both. Major tech companies doing CES presentations typically host their stream through their own channels these days. This gives them control over the experience and lets them link it directly to their social media channels and websites.
You won't need to sign up or create an account. CES livestreams are almost always free and public. Just visit the link, hit play, and you're in.
Real-Time Coverage on Engadget and Tech News Sites
If you can't catch the livestream (timezone issues, work schedule, whatever), Engadget will be liveblogging the event. That means reporters will be in the room, typing live updates as things happen. You'll get instant breakdowns, context, and analysis in real time. This is actually better than just watching the stream sometimes, because you get expert interpretation alongside the announcements.
Tech news outlets like The Verge, CNBC, Reuters, and others covering CES will also have reporters there. By searching "Lego CES 2026" during or immediately after the event, you'll find dozens of articles and posts breaking down what was announced.
Social Media Live Updates
Lego's official social channels (Twitter, Instagram, LinkedIn, TikTok) will almost certainly post clips and updates throughout the day. Following their accounts or searching the hashtag #LegoCES will give you a steady stream of content, even if you miss the main event.
Journalists and tech influencers covering the conference will also be posting instantly. If you're on Twitter, following tech reporters and CES-focused accounts is the fastest way to stay in the loop.
Lego's market value has shown a steady increase over the past decade, with projections suggesting it could reach $80 billion by 2026, driven by tech innovations and strategic announcements. Estimated data.
What Could Lego Actually Announce?
The Formula 1 Racing Car Theory
The strongest rumor making rounds is that Lego will unveil its new Formula 1 racing car in some capacity. But here's the nuance most people miss: Lego probably won't announce a consumer product you can buy. Instead, they might be showcasing their real Formula 1 engineering partnership, or a new Lego set related to F1, or a digital experience tied to F1.
Lego has been expanding into motorsports marketing. The company sees a connection between building (what Lego fans do) and engineering (what F1 teams do). It's a natural brand bridge. A CES announcement about F1 makes sense because it shows Lego is thinking about real-world applications of building concepts, not just plastic toys for kids.
But why announce a car at CES instead of at, say, a toy industry event like Toy Fair? Because CES is where future-thinking companies go. If Lego is announcing an F1 car, it's probably got some tech component: autonomous features, digital integration, app connectivity, or something else that justifies being on a tech stage.
New Video Game Announcement
Lego has a strong relationship with the gaming industry. At CES 2025, Lego partnered with Sony to announce the Lego Horizon Adventures game. The company has been releasing video games consistently for years—Lego Star Wars, Lego Marvel, and soon, Lego Batman: Legacy of the Dark Knight.
It's very possible that Lego uses the CES stage to announce a new game, showcase gameplay footage, or reveal a new gaming partnership. Video games are tech products in a way that physical toys aren't. They fit CES perfectly.
The Lego Batman game mentioned in rumors is interesting because it's a next-generation title with more sophisticated graphics and gameplay than previous Lego games. An announcement about that would make sense at CES. Maybe they'll show new features, next-gen console capabilities, or extended reality (XR) integration.
Sustainability and Environmental Goals
Lego has been very vocal about its commitment to environmental responsibility. The company has set a goal to reach carbon neutrality by 2032 and is working to make all Lego bricks from sustainable materials. They're aiming for a 37% reduction in carbon emissions and have been investing heavily in plant-based plastic alternatives.
At CES, Lego might announce progress on these goals, showcase new sustainable brick materials, or reveal tech-forward sustainability initiatives. This would appeal to the CES audience, which includes environmentally conscious tech companies and investors.
Think about it: if Lego announces that they're using AI to optimize their manufacturing process for reduced waste, or that they're partnering with a green tech company to offset emissions, that's a CES-appropriate announcement. It bridges physical manufacturing with digital technology.
Metaverse or Digital Experience Play
One angle nobody's talking about much: Lego might announce something in the digital realm. The company has been quietly building its digital presence. What if they announce a new virtual building platform, an NFT-based collectible system, or an augmented reality app that lets you build Lego creations in physical space?
CES is the place where the physical and digital worlds collide. An announcement like that would make perfect sense on the CES stage. It would also represent Lego's shift from being purely physical to being a hybrid physical-digital company.
Why This Matters: Lego's Strategic Shift
The Toy Industry Is Changing
The traditional toy industry is under pressure. Physical toy sales have been flat or declining for years in developed markets. Digital entertainment, streaming services, and screen-based play have captured a massive share of kids' leisure time. Companies like Lego have to adapt or risk becoming irrelevant.
Lego's response has been smart: they're building intellectual property that works across physical toys, video games, movies, and digital experiences. The Lego Movie franchise is a perfect example. A movie drives demand for toys, which drives game sales, which drives merchandise sales. It's an ecosystem.
Showing up at CES is part of that strategy. It signals to investors, partners, and consumers that Lego isn't just a toy company anymore. They're a media and technology company that happens to make physical toys.
Brand Credibility in the Tech Space
When a major legacy brand like Lego shows up at CES, it gains credibility in the tech ecosystem. Suddenly, Lego is in conversations with companies like Samsung, Intel, and Sony. Retailers and tech buyers take the company more seriously. Investors start thinking of Lego differently.
This is pure positioning strategy, but it's effective. Appearing at CES is an investment in brand perception. It says, "We're serious about technology. We're part of this community."
Competitive Positioning Against Digital Play
Every toy company is fighting the same battle: how do we make physical toys relevant in a world where kids have tablets and games consoles? Mattel, Hasbro, MGA Entertainment—they're all trying variations of the same strategy.
Lego's advantage is that building is inherently creative and hands-on. You can't replicate that purely in digital form. But what Lego can do is make building digital and physical together. A kid builds something in a game, then builds it with physical bricks. Or vice versa. Or they see a Lego creation in the Lego Movie and want to build it themselves.
CES is where Lego can explain this integrated vision to the industry and the world.
Lego aims to reduce carbon emissions by 37% by 2032. This chart shows an estimated reduction trajectory over the next decade.
CES 2026: The Broader Context
Why Companies Present at CES
CES isn't just a trade show. It's a cultural moment where the tech industry and mainstream media converge to talk about the future. Major announcements made at CES get picked up by newspapers, TV shows, and podcasts around the world.
Companies present at CES because they want to tell the world's tech journalists and investors what their vision of the future looks like. Samsung unveils their next TV technology. Toyota shows their self-driving car prototype. Google announces AI features. It's a stage, and the audience is global.
Lego showing up for the first time is essentially saying: "Our vision of the future includes technology. We're not going anywhere. We're evolving." That message matters more than any specific product.
What to Expect From the Stage Show
CES press conferences are theatrical. They're not board meetings or earnings calls. They're designed to wow the media and get them excited enough to write stories.
Expect high production value. Expect demonstrations. Expect maybe a celebrity guest or a high-profile partner. Expect emotional appeals and vision statements alongside technical details. Expect the stage to be designed specifically for this announcement, with visuals and displays that match the theme.
Lego knows how to create experiences. They build worlds. The press conference stage will probably reflect that. It won't be boring.
The Role of Video Games in Lego's Future
Why Video Games Are Critical
Video games are where Lego can reach kids and adults in their digital lives. Physical toys are great, but they're objects you buy once and then own. Digital games generate recurring revenue: subscription fees, cosmetics, new levels, and expansion content.
The Lego Movie Franchise made billions. Video games made hundreds of millions. Now Lego is connecting the dots: entertainment IP that spans physical, digital, and experiential.
A new game announcement at CES would be significant because it shows Lego betting big on digital entertainment. That's where growth is.
Gaming Partnerships and Tech Integration
Lego doesn't make games themselves. They partner with studios like TT Games, Traveller's Tales, and others. At CES, Lego might announce a new partnership with a major studio, or reveal a game built on a new technology platform.
What if Lego announces a game built in Unreal Engine 5? Or one with real-time ray tracing? Or one that integrates with VR? Or one that uses AI to generate unique Lego challenges for each player? Any of those would be CES-worthy announcements because they're technology-forward.
Estimated data shows that North America had the highest viewership for CES 2025 livestreams, followed by Europe and Asia. Estimated data.
Sustainability and Environmental Commitments
Lego's 2032 Environmental Goals
Lego has committed to reducing carbon emissions by 37% by 2032. They're also working to make all their bricks from sustainable, plant-based plastic. These aren't small commitments. They require massive changes to manufacturing, sourcing, and logistics.
At CES, Lego might announce progress on these goals. They might showcase new materials or manufacturing processes. They might announce partnerships with environmental tech companies.
Why does this matter? Because CES attracts environmentally conscious investors and partners. Demonstrating commitment to sustainability at CES signals to this audience that Lego is serious about its environmental impact.
Green Manufacturing and Tech Innovation
Making plastic bricks more sustainably is a technology problem. It requires research into new materials, new manufacturing processes, new ways of managing supply chains. These are the kinds of innovations that CES celebrates.
If Lego announces a breakthrough in plant-based plastic manufacturing, or a new process that reduces waste, or a partnership with a green tech company, that's CES news. It shows that Lego isn't just greenwashing—they're actually innovating on sustainability.
Timing and Market Context
Why January 2026?
CES is always in January. It's the first major tech event of the year, which means announcements made there set the tone for the entire year. Companies announce their vision for the coming months.
For Lego, January 2026 timing might mean several things: new products launching in spring, major game releases coming, sustainability milestones being hit, or partnership announcements that require the CES stage.
It's also worth noting that this is Lego's first CES. That's a deliberate choice. The company waited until they had something they felt was significant enough to justify the effort and cost of a major CES presentation. That suggests the announcement is going to be substantial.
Consumer Expectations and Hype
Anytime a major legacy brand does something for the first time at a big event, expectations rise. People start speculating. Rumors circulate. By January 5, the hype will be real. Lego is probably counting on that.
The speculation itself is valuable. People are already talking about what Lego might announce, and the event hasn't even happened yet. That's organic marketing. By the time the press conference actually happens, a significant portion of the tech-aware audience will be paying attention.
Lego leads in digital transition among traditional toy companies, with an estimated success score of 85 out of 100. Estimated data.
What to Watch For During the Presentation
The Opening Minutes
The first few minutes of any CES presentation set the tone. They'll reveal what Lego executives think is most important. If the presentation opens with a video about F1, then F1 is the star. If it opens with a game demo, that's the focus.
Pay attention to who's on stage. The executives chosen to speak reveal priorities. A CEO taking the stage suggests a major announcement. A head of innovation suggests a tech focus. A head of product suggests new consumer products.
Key Phrases and Framing
Companies carefully script their presentations. The language they use reveals strategic thinking. If Lego talks about "digital experiences" and "connected play," they're positioning themselves as a tech company. If they emphasize "creative expression" and "hands-on building," they're protecting their core identity.
Listen for partnerships. If Lego mentions a major tech partner (Google, Microsoft, Amazon, Apple), that's significant. It indicates collaboration and extends Lego's reach into new ecosystems.
Emotional vs. Technical
Lego's brand is built on emotion and nostalgia. Their presentation will probably balance emotional appeals ("this is why we're doing this") with technical details ("here's how it works"). The balance between the two tells you a lot about what they're announcing.
The Broader Implication for the Toy Industry
Legacy Brands Going Digital
Lego isn't the only traditional toy company going digital. But they're doing it more successfully than most. Mattel's efforts have been mixed. Hasbro is trying. MGA Entertainment is building IP across platforms.
What Lego is demonstrating is that you don't have to choose between being a physical toy company and a digital entertainment company. You can be both. You can leverage physical products to drive digital sales, and vice versa.
The CES presentation is Lego showing other legacy brands how it's done.
Market Competition and Investor Confidence
Showing up at CES sends a message to investors: we're not just managing a declining business, we're building the future. That confidence attracts capital. It attracts talent. It makes the company more attractive as an acquisition target or partnership opportunity.
This is corporate strategy at the highest level. The presentation isn't really for consumers. It's for investors, analysts, partners, and journalists who shape how the company is perceived.
Preparing for the Announcement
Background Context to Know
Before the event, familiarize yourself with Lego's recent releases and announcements. Know that they released Lego Horizon Adventures with Sony in 2025. Know that Lego Batman: Legacy of the Dark Knight is coming. Know that they've been working on sustainability initiatives. This context helps you understand what's really new about any CES announcement.
Also know that Lego has been expanding their licensed IP significantly. They're not just making Star Wars and Marvel sets anymore. They're everywhere: movies, games, experiences, theme parks. The company is positioning itself as a lifestyle brand, not just a toy brand.
Following the Coverage
After the event, major tech outlets will have full coverage within hours. The Verge, CNBC, Reuters, TechCrunch, and others will all cover the announcement. They'll provide context, expert analysis, and insider perspective.
Rather than trying to understand everything from the livestream, it's sometimes better to let journalists break it down for you. They'll provide clarity that might not be obvious from a stage presentation alone.
Where to Find Reliable Information
Official Sources
Lego's official channels (website, social media, press releases) are the most reliable sources. Anything announced on the stage will be officially confirmed through these channels shortly after.
CES's official website and press credentials will also have coverage from accredited journalists. This is higher quality than random YouTube channels speculating about what might happen.
Trusted Tech Journalists
Following established tech journalists from major outlets gives you context and analysis. These reporters have covered dozens of CES events. They understand the industry and can interpret announcements critically, not just regurgitate marketing claims.
FAQs About Lego's CES 2026 Presentation
FAQ
What time does Lego's CES 2026 press conference start?
Lego's inaugural CES press conference is scheduled for Monday, January 5, 2026, at 1PM Eastern Time. That translates to 10AM Pacific Time, 6PM Greenwich Mean Time, and 7PM Central European Time. Mark your calendar accordingly, and plan to log in a few minutes early in case technical issues arise.
Where can I watch the Lego CES 2026 livestream?
While the exact livestream link hasn't been officially announced, it will likely be available on Lego's official website, the CES official website, or both. The livestream should be free and accessible to the public without requiring registration. If you can't access a livestream, Engadget and other major tech outlets will be providing live coverage and updates throughout the event.
What is Lego expected to announce at CES 2026?
Lego hasn't revealed specific details about what will be announced, so expectations remain speculative. Leading possibilities include a Formula 1 racing partnership or product reveal, a new video game announcement (possibly related to Lego Batman: Legacy of the Dark Knight), sustainability and environmental progress updates, or a new digital or metaverse-related initiative. The company could also announce partnerships with tech giants or new integrated physical-digital experiences.
Why is Lego's CES debut significant?
This marks Lego's first-ever presentation at the Consumer Electronics Show in the company's 90-year history. It signals that Lego sees itself as a technology company, not solely a toy manufacturer. The timing and scale of a CES presentation matters to investors, partners, and industry analysts who view it as confirmation that Lego is serious about digital innovation and staying relevant in a technology-driven market.
How can I follow real-time coverage if I can't watch the livestream?
Engadget, The Verge, TechCrunch, CNBC, Reuters, and other major tech outlets will be covering the event with live blogs and instant updates. Following Lego's social media accounts (Twitter, Instagram, LinkedIn, TikTok) will also provide clips and updates throughout the day. Searching "Lego CES 2026" on social media during the event will show you real-time reactions and breaking news from journalists and industry commentators.
What does this mean for Lego's future strategy?
Lego's CES presentation demonstrates the company's commitment to being a hybrid physical-digital brand. Rather than competing with digital entertainment on digital platforms alone, Lego is leveraging its core strength in physical building while expanding into games, streaming content, experiences, and technology partnerships. This approach allows the company to reach audiences across multiple touchpoints and create ecosystem-wide engagement rather than one-off product sales.
Has Lego presented at industry events before?
Lego regularly presents at toy industry events like Toy Fair, and they've been active in gaming conferences and entertainment expos. However, CES specifically is a tech-focused event that Lego has never had a major stage presentation at before. Previous announcements like the Lego Horizon Adventures partnership were made at other venues or through press releases, not through a major CES stage presentation.
Should I pre-order anything after the announcement?
Don't rush to pre-order anything immediately after the announcement. Major companies often announce products and then take pre-orders through official channels starting on a specific date. Wait for official pre-order information from Lego's website rather than jumping on third-party sellers, which sometimes have inflated prices or questionable legitimacy. Give yourself a few hours after the announcement to read reviews and analysis before committing to a purchase.
Key Takeaways
Lego's first-ever CES presentation on January 5, 2026, represents a watershed moment for a 90-year-old company. This isn't just about unveiling a new product—it's about positioning Lego as a technology innovator rather than just a toy manufacturer.
The announcement will likely involve some combination of gaming partnerships, Formula 1 collaboration, sustainability milestones, or digital experience initiatives. What matters isn't necessarily which specific product gets revealed, but rather how Lego frames its vision for the future.
For consumers, the takeaway is that Lego continues to evolve. For investors, it signals confidence and forward-thinking strategy. For the toy industry broadly, it demonstrates how legacy brands can survive and thrive by embracing digital platforms while maintaining their core physical product strength.
The livestream is free and open to the public. Even if you're just casually interested in Lego or the toy industry, the presentation will be worth 30 minutes of your time. Lego presentations are usually well-produced and interesting to watch, regardless of specific announcements.
Set that calendar reminder for January 5 at 1PM ET. The company that's been teaching people to build for nearly a century is about to tell you what building looks like in the next decade.
