More Than a Christmas Tree: The Build Together Experience
/I went into this ready to say “bah humbug” to a $330 LEGO Christmas tree. I ended up with a holiday build experience that reshaped how I think about LEGO, value, and what really matters when you’re building together.
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LEGO took a different approach to San Diego Comic-Con this year, transforming its booth into a travel-themed gateway to Star Wars, Pokémon, Ninjago and more. We explore the sights, reveals, and thinking behind LEGO’s Smart Play-centric Comic-Con 2026 experience.