Lego captivated audiences by transforming the iconic Las Vegas Sphere into a colossal, brick-built Death Star as a major marketing initiative. This innovative spectacle, unveiled during CES 2026, served to highlight the launch of the company's groundbreaking 'Smart Play' system, featuring 'Smart Bricks'. The Sphere's Exosphere, the world's largest LED screen, displayed a stunning rendition of the infamous Star Wars battle station, offering an immersive experience where fans could symbolically pilot an X-Wing and recreate the iconic trench run from 'Star Wars: A New Hope'. The 'Smart Bricks' represent Lego's significant leap into integrating technology with traditional building. These advanced bricks are equipped with built-in sensors, lights, accelerometers, and sound synthesizers, enabling them to respond to movement and interact with Smart Tags and Minifigures, thereby bringing Lego creations to life without requiring external screens or apps. This innovation is touted as one of the most significant evolutions in the Lego System-in-Play since the debut of the Minifigure in 1978. The interactive activation was a collaborative effort with Disney Consumer Products and Lucasfilm, strategically timed with the Consumer Electronics Show in Las Vegas where Lego formally announced the Smart Play platform. Pre-orders for the initial Smart Play sets, predominantly Star Wars-themed, commenced on January 9, 2026, with the official launch slated for March 1, 2026, in select markets. This marketing endeavor demonstrates how major brands are leveraging unique venues like the Sphere to create large-scale, interactive experiences to connect with consumers and showcase new product lines.