LEGO Booth at SDCC 2026 Features LEGO SMART Play

The LEGO Group officially reveals its exciting plans for San Diego Comic-Con 2026, highlighted by the debut of the LEGO SMART Play Gateway at booth #2829. This groundbreaking interactive experience invites attendees to step directly inside the worlds of two massive pop culture franchises, utilizing innovative LEGO SMART Play technology to bring sets to life with a brand-new layer of digital and physical interactivity.

Running from July 23 to July 26, 2026, the booth features dedicated interactive zones for both LEGO Pokémon and LEGO Star Wars. In addition to these immersive franchise areas, the activation showcases multiple global product reveals spanning a wide variety of themes and fandoms. Fans visiting the convention floor can also participate in engaging in-booth programming and a convention-wide scavenger hunt to win exclusive brand prizes.

LEGO introduced the SMART Play initiative earlier this year to enhance traditional open-ended physical building with responsive technology. While exploring these high-tech displays and checking out the latest reveals, attendees can plan to organize their future hauls or keep their current collections in order with a LEGO storage organizer.