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.

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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.

For the Star Wars installation, Lego has created “Destination: Mos Eisley,” which will take fans to the famous Creature Cantina, recreated by oversized Lego brick environments designed for photo taking (and social media sharing). Attendees will be able to get on stage for a remix of the Cantina Song and even slide into the famous corner booth for a face-to-face encounter with Greedo. There is also a Dewback Petting Zoo for a photo op with a purring, snoozing Dewback.

The Pokémon installation, meanwhile, recreates the Pokémon Lab with scaled up Lego brings and will be populated by life-sized Lego Pokémon builds powered by Smart Play. That experience involves Poké Balls and a game of “Hide and Pikachu.”

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One of the big sets being unveiled is the Lego Icons Star Trek: U.S.S. Enterprise NCC-1701 Bridge, coinciding with the show’s 60^th anniversary. The set will available at Lego stores and LEGO.com exclusively beginning Sept. 1.

(And speaking of Lego Trek, there will be a panel on the subject, titled Star Trek: The Collector Frontier, Thursday at 11 a.m. in Room 5AB with Lego set designers Henrik Andersen and Crystal Marie Fontan. And, for good measure, Lego is also showing off a brick-built Captain’s Chair — made out of 83,568 bricks — at the neighboring Marriott Marquis.)

Lego previously produced sets replicating a Nintendo console and a Game Boy and it’s keeping the video game silo going with a Donkey Kong Arcade, which will be on display at its booth. The 1,367-piece collectible set features Donkey Kong and Lady, plus well-known sights such as the scaffold, ladder and hammer details from the original Nintendo game. And yes, you will be able to release barrels and press the button to make Jumpman leap over the barrels. That set will be available Aug. 1.

Lego is also showcasing 12 minifigures from the Shrek franchise as it gears up for new Shrek sets in 2027. The minifigures will hit shelves Sept. 1.

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