Our mission was to demonstrate the new LEGO® SMART Play™, a fully responsive system that takes real play to a new dimension, via the brand’s most well-known franchise: LEGO® Star Wars™. But, without robots or A.I., how can a toy brand stand out among tech giants at CES2026, the biggest innovation event of the year? So we created the biggest demo ever made. In a world-first, we turned the Las Vegas Sphere, the largest LED screen on Earth, into a fully blastable LEGO Star Wars Death Star. For one night, you could hop into a full-scale LEGO Star Wars X-Wing powered by the new LEGO SMART Brick (R2-D2 included), take on the epic Trench Run and reduce the Death Star to LEGO pieces. A fully immersive real game play experience that turned Vegas’ skyline into the world’s largest videogame. The results were strong with this one: in one night 120+ original articles in 21 countries, connecting technology and entertainment media, LEGO creators and Star Wars fans, reaching 820+ million impressions and 350% more pre-order traffic, making it our most successful launch to date.