Lego is significantly expanding its presence at San Diego Comic-Con this year, moving beyond its traditional large booth to create immersive, tech-enhanced installations themed around Star Wars and Pokémon. Using its "Smart Play" technology, which combines physical bricks with responsive digital elements, the company is aiming to give convention-goers interactive experiences rather than just displays, reflecting a broader push to blend its toys with pop-culture fandoms and social-media-friendly moments.

The Star Wars zone, "Destination: Mos Eisley," recreates the Cantina with oversized brick sets, a Cantina Song stage moment, a meeting with Greedo, and a Dewback petting zoo, while the Pokémon area rebuilds the Pokémon Lab with life-sized brick creatures and a "Hide and Pikachu" game. Lego is also unveiling new sets publicly for the first time, including a Star Trek Enterprise Bridge set marking the franchise's 60th anniversary (out 1 September), a 1,367-piece Donkey Kong Arcade set (out 1 August), and 12 Shrek minifigures (out 1 September) ahead of new Shrek sets planned for 2027.