Lego Announces First CES 2026 Press Conference

The Lego Group is preparing for a historic appearance at the upcoming Consumer Electronics Show. For the first time in the company's history, executives will host a dedicated press conference at CES 2026.

The presentation is scheduled for Monday, January 5, at 1PM ET. While the specific agenda remains undisclosed, the event signals a strategic move toward technology-focused marketing.

Viewers can expect a livestream of the event, though official details are still pending confirmation from the Consumer Technology Association. If a direct stream is unavailable, live updates will be provided through various tech news outlets.

Potential topics for the announcement include:

• New video game releases
• Formula 1 racing partnerships
• Sustainability initiatives
• Tech-centric product showcases

The upcoming Lego Group presentation at CES 2026 represents a major departure from the company's typical trade show presence. The event is set for Monday, January 5, at 1PM ET.

While the Consumer Technology Association and Lego have not yet provided comprehensive viewing details, the format is expected to be a livestream. This digital approach allows a global audience to witness the announcements in real-time.

Should an official livestream not be immediately available, alternative coverage methods will be employed to ensure timely dissemination of information. Tech news teams are prepared to provide liveblogging services and immediate updates regarding the presentation content.

The timing of the press conference places it among the high-profile events of the technology showcase, suggesting that Lego intends to make a substantial impact within the consumer electronics sector.

Despite the lack of official hints from the Lego Group, industry patterns provide clues regarding potential announcements. The company has a history of leveraging major events for significant reveals.

At the previous year's event, CES 2025, Lego partnered with Sony to announce the Lego Horizon Adventures online game. This precedent suggests that gaming will likely remain a focus area for the company.

Specific possibilities for the 2026 presentation include:

• Lego Batman: Legacy of the Dark Knight - A new video game title expected to be discussed.
• Lego Group F1 Academy racing car - A brand-building initiative focused on Formula 1 partnerships.
• 2032 ecological goals - Updates on sustainability efforts, including a 37% reduction in carbon emissions and more sustainable brick materials.

Analysts note that because CES is a technology trade show rather than a toy fair, the company will likely prioritize tech-centric innovations over standard retail set reveals.

The decision by the Lego Group to host a press conference at CES 2026 underscores the evolving nature of the toy industry. Traditional manufacturers are increasingly integrating technology into their core business models.

The company's focus on environmental sustainability aligns with the broader themes often found at CES. With a stated goal of reaching specific 2032 ecological targets, the presentation may serve as a platform to discuss the science behind their manufacturing processes.

While the company produces numerous new sets annually, the CES stage is reserved for products that bridge the gap between physical play and digital innovation. This approach highlights the company's commitment to remaining relevant in a rapidly changing technological landscape.

The Lego Group's inaugural CES press conference is poised to be a significant event for both the toy and technology sectors. By selecting January 5, 2026, as the date for this historic presentation, the company is positioning itself at the forefront of consumer electronics innovation.

As the date approaches, anticipation builds regarding the specific nature of the announcements. Whether the focus is on gaming, automotive partnerships, or sustainable manufacturing, the event will likely set the tone for the company's trajectory in the coming year.

Stakeholders and consumers alike are advised to monitor official channels for confirmed livestream details to ensure they do not miss this landmark presentation.