Lego and Lucasfilm turned the Las Vegas landmark into the Death Star, letting visitors get into a full-size Lego X-Wing to try and tackle the trench run.

Crafted in partnership with Disney and Lucasfilm, the interactive activation at CES promoted the launch of Lego’s new Smart ...

Lego x Star Wars Team Up With The Sphere For CES Experience Disney, Lucasfilm & Lego Team Up To let You Blow Up The Death Star On The Sphere During CES Now, if you had to ask us what the purpose of ...

A live 'Star Wars' video game being played on the outside of Sphere in Las Vegas Brian Friedman / Sphere Entertainment CES is a time for flashy promotion, and the Lego Group, Disney Consumer Products ...

This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. The Lego Group on Jan. 7 recreated an iconic moment ...