Overview
- A live Star Wars video game was projected on Sphere’s 580,000‑square‑foot Exosphere in Las Vegas during CES, turning the venue into a Lego‑styled Death Star set piece.
- Guests took turns piloting an X‑wing on the iconic trench run as the experience promoted LEGO’s new SMART Play ecosystem.
- LEGO SMART Play introduces SMART Bricks, SMART Tags and SMART Minifigures to link physical builds with real‑time digital play.
- The first SMART Play Star Wars sets were announced as Luke’s Red Five X‑Wing, Darth Vader’s TIE Fighter, and Throne Room Duel & A‑Wing.
- Sphere executive Marcus Ellington called the activation the first collaboration to leverage the venue’s new Exosphere technologies, underscoring its draw as a CES marketing platform; New York Giants quarterback Jaxson Dart was among attendees.