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For many years, Lego has been one of the big booths at San Diego Comic-Con, a huge footprint in the middle of the San Diego Convention Center. However, this year the company is taking its conference experience to a whole new level of brick and mortar.
Doubling down on its efforts at Lego Smart Play, which blends physical play with responsive technology, Lego is creating an interactive and immersive destination themed around two of pop culture’s biggest brands, Pokémon and Star Wars.
The company is also publicly showing off, for the first time, its upcoming Star Trek, Donkey Kong and Shrek collections.
The pavilion will welcome conference-goers with a retro-futuristic portal before welcoming them to two full events.
For the Star Wars installation, Lego has created “Destination: Mos Eisley,” which will take fans to the iconic Creature Cantina, recreated with large brick-scale Lego environments designed for photo ops (and social media sharing). Attendees will be able to take to the stage for a remix of “Cantina Song” and even slide into the iconic corner booth to come face to face with Greedo. There’s also a Dewback Petting Zoo for a photo op with a snoozing Dewback purr.
Meanwhile, the Pokémon installation recreates the Pokémon Lab with expanded Lego mounts and will be populated by life-sized Lego Pokémon powered by Smart Play. This experience includes Poké Balls and Hide and Pikachu.
One of the big groups that was revealed is LEGO ICONS Star Trek: USS Enterprise NCC-1701 Bridgecoinciding with the sixtieth exhibitiony holiday. The set will be available exclusively at Lego Stores and LEGO.com starting September 1.
(And speaking of Lego Trek, there will be a panel discussion on this topic titled Star Trek: Collector’s FrontiersThursday at 11 a.m. in Room 5AB with Lego set designers Henrik Andersen and Crystal Marie Fontaine. Fortunately, Lego is also displaying the brick captain’s chair — made from 83,568 bricks — at the adjacent Marriott Marquis hotel.)
Lego has previously produced sets that emulate the Nintendo console and Game Boy, and it’s keeping the video game silo going with Donkey Kong Arcade, which will be on display at its booth. The 1,367-piece set features Donkey Kong and Lady characters, as well as iconic scenes like the scaffold, ladder and hammer details from the original Nintendo game. And yes, you will be able to release the barrels and press the button to make Jumpman jump over the barrels. This set will be available on August 1st.
Lego is also showcasing 12 minifigures from the Shrek franchise as it prepares for new Shrek sets in 2027. The minifigures will hit shelves on September 1.
