Lego, Disney, and Lucasfilm Collaborate on Outdoor Live Video Game at CES

At CES this week, the Lego Group, Disney Consumer Products, and Lucasfilm collaborated on a striking promotional event, illuminating the Sphere in Las Vegas.

The venue’s “Exosphere” served as a massive backdrop for a live video game inspired by the classic Star Wars duel between X-wings and TIE fighters from the original 1977 film. Developed by Sphere Studios in partnership with Lego and Disney, this game promotes Lego’s new Smart Play system, showcased at a nearby convention center.

Since its opening in 2023, Sphere has emerged as a key destination during CES, hosting prominent events like Delta’s keynote last year and Lenovo’s “Tech World” presentation earlier this week. The “Exosphere,” which spans 580,000 square feet and can display 1 billion colors, primarily features advertising, although it dedicates half of its time to artistic displays. This unique venue has captured the attention of many marketers, recently highlighted by Marty Supreme’s vibrant campaign complete with a Sphere activation featuring a video simulation of actor Timothée Chalamet.

Marcus Ellington, Executive Vice President of ad sales and sponsorships for Sphere, stated, “This marks the first collaboration to leverage Sphere’s new Exosphere technologies, exemplifying how brands can utilize Sphere to connect with their fans in new ways.”

In the video game experience, participants had the chance to step into the cockpit of an X-wing, navigating the “trench run” to destroy the Death Star. Not only conference attendees participated, but also notable figures such as New York Giants quarterback Jaxson Dart.

Dart reflected on his childhood memories, recalling, “I dressed up as Anakin Skywalker at my birthday party,” and noted his current style is inspired by the character. “Tonight, I felt like a kid again, stepping into the giant LEGO X-Wing and lighting up the Las Vegas skyline in honor of my favorite movies.”