Smart Play – The Experience at Sphere

Smart Play – The Experience at Sphere

In 2026, LEGO launched the interactive Smart Brick in partnership with Star Wars. To promote their latest innovation, LEGO transformed Sphere into a 366‑foot‑high Death Star and made it playable. Launching the biggest video game in the world — maybe the universe. At the heart of the experience was a life‑size LEGO X‑Wing powered by a LEGO Smart Brick. Fans stepped inside the cockpit to battle the Death Star live on Sphere — blasting turrets, TIE fighters, and Darth Vader. Our first of its kind game experience showed how a single brick can elevate play to a whole new dimension.


Awards


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Details

Credits

  • Brand
    • LEGO
  • Production Company
    • Magnopus
    • Sphere Studios
  • Entrant Company
    • Our LEGO Agency USA
    • Sphere Studios
  • Advertising Agency
    • Our LEGO Agency USA
    • Sphere Studios
  • Design Agency
    • Sphere Studios
  • Client
    • The LEGO Group