Logo text
For years, Lego has been one of big booths at San Diego Comic-Con, a massive footprint in the center of the San Diego Convention Center. This year, however, the company is taking its convention experience to a whole new level of brick.
Doubling down on its Lego Smart Play, which blends physical play with responsive technology, Lego is creating an interactive and immersive destination themed to two of the biggest brands in pop culture, Pokémon and Star Wars.
The company is also showing off publicly, for the first time, its upcoming sets for Star Trek, Donkey Kong and Shrek.
The booth will welcome convention-goers with a retro-futuristic gateway before welcoming them into two fully activations.
