The LEGO Group and The Pokémon Company International have debuted the latest LEGO Pokémon sets – each utilising LEGO SMART Play technology.

Across the 12 new LEGO Pokémon SMART Play sets, fans can enjoy interactive play with Pokémon including Bulbasaur, Charmander, Squirtle, Gengar, Eevee, Mew and more.

“We are thrilled to bring together two beloved brands that are known worldwide,” said Julia Goldin, Chief Marketing and Product Officer at the LEGO Group.

“For the first time ever, LEGO Pokémon creatures respond to children’s actions: meaning fans can build, train and interact with their LEGO Pokémon creatures through hands-on, imaginative play that encourages creativity, confidence and storytelling.

“LEGO SMART Play is an expansion of our existing LEGO System-in-Play and we are excited to integrate it into our latest LEGO Pokémon sets. It’s all about inviting children to explore, experiment and bring their own ideas to their adventures!”

Gaku Susai, Chief Product and Experience Officer at The Pokémon Company International, added: ”Pokémon has always been about the joy of discovery and connection, and we see every day how powerful imagination can be when it’s nurtured and given the space to grow.

“Working with the LEGO Group and its SMART Brick technology brings those shared values to life in a new, interactive way. Together, we’re giving young Trainers a hands‑on way to engage with the world of Pokémon, as well as opening up new possibilities for a new generation of fans.”

The new sets include:

• Training House with Pikachu: Fans can get the chance to become a Pokémon Trainer as they nurture, feed, play, train and battle LEGO Pikachu.
• Charizard vs. Jolteon Ultimate Battle: This set features Charizard and Jolteon in a fierce battle. Fans can use the healing spray for support in the battle or have the Pokémon jump into a friendly training session together on the training grounds.
• Berry Bash with Bulbasaur and Bidoof: In this set, children can make a berry smoothie in the juicer and feed the snack-hungry Pokémon.
• Trainer’s Buggy Adventure with Squirtle: The vehicle has two water stud shooters and a water stud storage compartment for Squirtle and the Trainer to extinguish fires at the veggie grill.
• Charmander and Geodude’s Cavern Clash: Fans can play out the ‘Trainer’s First Adventure’ with LEGO Charmander and Geodude. Charmander explores a cave with treasure and crystals. Stay alert and watch out for the angry Geodude.
• Sprigatito, Fuecoco and Quaxly Battle: Each of the three LEGO Pokémon has a different type: Sprigatito is Grass-type, Fuecoco is Fire-type and Quaxly is Water-type. The spinning wheel can help choose your opponent and determine who gets to battle next!
• Jigglypuff Concert: This set boasts key elements like microphones, speakers and a music stage.
• Drone Search for Mythical Mew: Children can go on searching for LEGO Mew, using a Poké Ball inspired drone to search for the ancient ruins where Mew hides.
• Eevee and Lapras’s Treasure Hunt: This set features LEGO Eevee and Lapras off on a sea adventure to find the map to the shipwreck. Lowering the mast to lift a rock reveals a treasure chest full of coins and gems.
• Mewtwo’s Lab Break: This set lets fans recreate a scene where LEGO Mewtwo breaks out of its lab tank.
• Umbreon vs. Garchomp Championship Battle: This set sees LEGO Umbreon and Garchomp together in a fun championship, battling to win the Poké Ball trophy.
• Cubone and Gengar’s Spooky Showdown: This set shows LEGO Cubone trying to defeat Gengar to collect the treasure hidden underneath.

Sets will be available to purchase from August 1st.
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The LEGO Group has debuted its first collection of LEGO Pokémon sets.

Landing on February 27th, the first three sets focus on fan favourite Pokémon Pikachu, Evee, Venusaur, Charizard and Blastoise.

The 2,050-piece LEGO Pokémon Pikachu and Poké Ball set lets fans recreate one of the most iconic scenes from the franchise: Pikachu jumping out of the Poké Ball ready for battle. Easter eggs include a ’25’ displayed on the base, signifying Pikachu’s Pokédex number.

Elsewhere, the 6,838-piece LEGO Pokémon Venusaur, Charizard and Blastoise set captures the original designs of the three iconic Pokémon, which can be displayed individually or together on the action base.

Finally, the 587-piece LEGO Pokémon Eevee set boasts an expressive face and movable tail, head and limbs allow builders to pose the fan-favourite, either at rest or ready to jump into action.

“Bringing the world of Pokémon to life in LEGO bricks is both an exciting opportunity and a great responsibility,” said Julia Goldin, Chief Product & Marketing Officer of the LEGO Group.

“We’ve worked to combine our worlds in a way that truly celebrates the creativity, adventure, and wonder that Pokémon represents. This partnership opens up a whole new range of possibilities for Trainers and builders alike, and we can’t wait for fans to experience these new LEGO Pokémon sets.”

Siddharth Muthyala, Design Director on LEGO Pokémon, added: “As a lifelong Pokémon fan, it’s been an incredible honour to help bring these Pokémon to life in LEGO brick form for the first time.

“Pokémon has inspired generations of fans around the world, so our team approached the design of these sets with immense care and passion, ensuring every detail and pose truly celebrates what makes these characters so beloved. I hope fans will love building them, as much as we did designing them.”

Gaku Susai, Chief Product and Experience Officer at The Pokémon Company International, added: “Pokémon has always inspired discovery and connection and partnering with the LEGO Group brings those qualities together with creativity and imagination into a new form. By combining Pokémon’s sense of adventure with the thoughtful design and attention to detail of the LEGO Group, we’re giving fans the chance to build, play, and tell their own stories in ways they’ve never experienced before – something we’re thrilled to see come to life.”

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LEGO has debuted LEGO SMART Play – a new platform that enables bricks and builds to interact like never before.

The platform relies on three elements – the LEGO SMART Brick, LEGO SMART Tags and LEGO SMART Minifigures – and features more than twenty patented world-firsts within its technology.

The LEGO Smart Brick boasts sensors, accelerometers, light sensing and a sound sensor, as well as a miniature speaker driven by an onboard synthesiser. LEGO SMART Tags and LEGO SMART Minifigures are paired with the LEGO SMART Brick to power the system and allow builders’ creations to become interactive, responding to actions with appropriate sounds and behaviours.

“As the world evolves, so do we – innovating to meet the play needs of each new generation,” said Julia Goldin, Chief Product & Marketing Officer of the LEGO Group.

“LEGO SMART Play is the next exciting chapter in our LEGO System in Play and something we are super excited about being able to bring to the world at this scale.”

Tom Donaldson, Senior Vice President & Head of Creative Play Lab at the LEGO Group added: “The launch of LEGO SMART Play brings creativity, technology and storytelling together to make building worlds and stories even more engaging, and all without a screen. We truly believe we are setting a new standard for interactive, imaginative experiences and can’t wait to see this innovation in the hands of kids when we launch this year.”

The first LEGO SMART Play sets will be centred in the world of LEGO Star Wars and will launch on March 1st. Each will come with a LEGO SMART Brick and charger and at least one LEGO SMART Minifigure and LEGO SMART tag.

The 584-piece LEGO Star Wars SMART Play: Luke’s Red Five X-Wing building set includes two SMART Minifigures in Luke Skywalker and Princess Leia, as well as R2-D2 and Rebel Crew and Stormtrooper Minifigures. It also boasts an Imperial turret, transporter and command centre, all of which unlock interactive features like laser-shooting sounds, engine sounds and lights, plus refuelling and repair sounds.

The 473-piece LEGO Star Wars SMART Play: Darth Vader’s TIE Fighter building set features a brick-built Rebel Outpost and an Imperial Fuelling Station, as well as a SMART Minifigure featuring Darth Vader and a Rebel Fleet Trooper Minifigure.
The 962-piece LEGO Star Wars SMART Play: Throne Room Duel & A-Wing building set comes with three SMART Minifigures of Darth Vader, Emperor Palpatine and Luke Skywalker.

Additionally, the set comes with a brick-built A-Wing Fighter and Pilot Minifigure, two Royal Guard Minifigures, and a SMART Tag-enabled cannon turret to defend the Emperor’s Throne Room. Fans can unlock SMART features such as Lightsaber hums with the SMART Minifigures of Darth Vader and Luke Skywalker, or listen to ‘The Imperial March’ with Emperor Palpatine sitting on his throne.

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LEGO has teamed up with FIFA to launch a FIFA World Cup 2026 Trophy set.

Landing in March, the 1:1 detailed replica is made of 2,842 LEGO pieces and includes a hidden scene that can be opened via a pullable slip in the upper globe section.

Inside the set is the 2026 World Cup logo as well as an exclusive branded minifigure holding a mini–FIFA World Cup trophy toy. A printed plaque underneath the base lists all the winning teams of the World Cup trophy since 1974.

“The LEGO brand has always celebrated the power of creativity, inspiring people of all ages to connect through the joy of building and play,” said Julia Goldin, Chief Product & Marketing Officer at the LEGO Group.

“Collaborating with the FIFA World Cup 2026 presents an incredible opportunity to honour the world’s most iconic tournament and the global passion it ignites. The FIFA World Cup Trophy stands as a universal symbol of achievement and unity, and now, through the creativity of the LEGO brick, fans everywhere can experience the excitement of it – piece by piece – in true LEGO style.

“This marks just the beginning of our collaboration, and we’re thrilled to unite families and fans around the world in celebrating football, imagination, and one of the sport’s most legendary symbols in a whole new way.”

Romy Gai, FIFA Chief Business Officer, added: “The LEGO brand is one of the world’s most loved and iconic brands, so joining forces with them to present football fans around the globe an opportunity to build their very own version of sport’s most prestigious trophy, the FIFA World Cup, provides perfect synergy.

“It is the first time FIFA and the LEGO Group have teamed up on such a project. With the biggest, best and most inclusive FIFA World Cup fast approaching, we hope fans take this opportunity to embrace the spirit of the global game’s greatest event, and bring a little piece of the party into their homes to keep forever.”

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LEGO and The Pokémon Company International are embarking on a multi-year partnership that will bring LEGO Pokémon sets to fans from 2026.

“We are thrilled to be working with a brand that has such a deep and passionate fanbase as Pokémon, partnering to give our joint audiences what they have been asking us for,” said Julia Goldin, Chief Product & Marketing Officer of the LEGO Group.

“We strongly believe that through the endless possibilities of LEGO play and the exciting adventures the world of Pokémon brings, this partnership will create a range of new possibilities for Trainers and builders alike.”

Gaku Susai, Chief Product and Experience Officer at The Pokémon Company International, added: “The LEGO Group and Pokémon have strong shared values of imagination, creativity and fun, making this the perfect partnership to deliver unique, meaningful and engaging ways for Trainers to experience the Pokémon brand.

“Working with the best-in-class team at the LEGO Group and seeing their dedication and passion for the project has culminated in an innovative and groundbreaking collaboration that will surprise and delight fans. We cannot wait to see both LEGO fans and the Pokémon community’s reactions in 2026.”

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LEGO has provided more details on its Innovation Campus, set to open in 2027.

The 50,000 sqm Innovation Campus is based at LEGO HQ in Billund, Denmark and will house 1,700 creative colleagues, including the company’s 600 plus designers.

“I am thrilled to mark the beginning of construction of another new campus as we continue to invest in attractive workplaces for our colleagues around the world,” said LEGO CEO Niels B Christiansen.

“Not only is the building design creative at its core – it is also true to our sustainability ambitions, including our commitment to reducing carbon emissions.”

CEBRA Architects invited colleagues who will work in the building to provide input to their future workspaces at different stages of the design – frequently using LEGO bricks to capture and evolve ideas.

The resulting building will span six overlapping modules, with up to four floors featuring play zones and atriums and a bustling ‘PlayWay’ that moves through neighbourhoods and connects people and functions. Sustainability has also been central to the design. The building’s wooden structure will feature a core and walls of FSC certified timber.

“Innovation Campus will be an inspiring workplace that honours the modular design of LEGO bricks,” said Julia Goldin, CPMO of the LEGO Group.

“With colleague input playing a key role in shaping the overall design, the campus will foster creativity, inclusivity, and the free flow of ideas. We have a truly global and diverse team, and this new building has been designed to represent the fun and innovation embodied by the LEGO brand.

“The space will serve as a global centre for product and design excellence, enabling opportunities to explore new dimensions of creativity, including digital experiences and interactive design, ensuring we continue to innovate every aspect of the LEGO experience. By bringing our teams together into one building, Innovation Campus becomes a unique and powerful driver for uniting all aspects of our development process, from groundbreaking physical products to immersive digital experiences and world-class marketing, all under one roof.”

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The LEGO Group and Formula 1 are embarking on a new, multi-year partnership.

The collaboration will launch in 2025, with fan zone activations at Grands Prix and content across the LEGO Group’s digital platforms.

New LEGO products will see the Formula 1 teams recreated in LEGO brick form for F1 fans and LEGO builders. This will include products from LEGO DUPLO for pre-school children, as well as sets for teenagers and adult builders.

“At the LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans,” said Julia Goldin, Chief Product & Marketing Officer of the LEGO Group.

“It will enable them to celebrate their passion of the sport in more immersive and exciting ways and will see the power of LEGO creativity and imagination further enhance the thrill of F1. We look forward to unveiling all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans alike, at home and on track.”

Emily Prazer, Chief Commercial Officer of Formula 1, added: “The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe. Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies of the mechanics and technology behind the sport through play.

“We look forward to bringing the drama and excitement of Formula 1 to the LEGO Group’s passionate network of builders and giving our fans another means to enjoy the sport with their friends and family.”

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LEGO has debuted a set created in collaboration with artist and designer Pharrell Williams.

The Over the Moon set is a space shuttle with a golden canopy and a jet stream of colours.

“Growing up, I was obsessed with space and the infinite possibilities it represents,” said Pharrell.

“This partnership aims to inspire creativity and inclusivity. With my LEGO Over the Moon set I want everyone to feel seen and empowered to imagine their own stories. The spaceship is blasting off, and you’re in the pilot seat.”

For Pharrell, the black-and-gold shuttle symbolises limitless potential, taking off and transporting you anywhere you can imagine, while the colours of the jet stream symbolise imagination, creativity and power of play to fuel your way.

In a bid to reflect Pharrell’s passion for ensuring everyone feels represented and seen, the LEGO Over the Moon set features the widest range of minifigure skin tones included in a LEGO product, with seven in total. 51 different minifigure heads are included, over 30 of which have been designed specifically for this set.

Julia Goldin, Chief Marketing and Product Officer from the LEGO Group, added: “Our values for over 90 years have been rooted in creativity, curiosity and imagination. Pharrell is unique in his ability to draw on those qualities to influence his art.

“A true icon of our time, he never fails to innovate and inspire his audience, through any of his many endeavours. Through our partnership, we want to inspire people of all ages to unlock their own limitless potential through LEGO Play. This is a shared mission, and we’re excited to take off today.”

The launch of Over the Moon comes ahead of the release of Piece by Piece, Pharrell’s LEGO movie which will debut in US theatres on October 11th and internationally from November 6th.

LEGO Over the Moonis available from September 20th.

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The LEGO Group has appointed André Doxey as SVP & Head of Design.

Andre’ boasts experience across companies including Adidas, Nike and Newell Rubbermaid, and will be based at the LEGO Group’s headquarters in Billund, Denmark.

“I am excited to join such an iconic brand with a rich legacy of purpose-led design to enable play for builders of all ages today and tomorrow,” said Doxey.

Julia Goldin, LEGO’s Chief Product and Marketing Officer, added: “We are pleased to appoint André to this critical role – a role that is instrumental in helping us to deliver on our mission of inspiring and developing the builders of tomorrow, as well as championing the brand’s ongoing creative development and expression.

“With an impressive track record for breaking boundaries and reimagining the ordinary, André is uniquely positioned to lead our design initiatives into a new era of creativity and impact.”

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LEGO has detailed plans to open a state-of-the-art Innovation Campus in Billund, Denmark.

The new campus will provide a home for thousands of LEGO employees working within marketing and product development roles, as well as engineering and quality functions.

Construction of the 43,000 m2 building will commence in 2024 with an aim to open in 2027.

“With Innovation Campus we want to create a truly inspiring workspace that allows us to continue to deliver irresistible LEGO Building and Play Experiences to all fans of LEGO – adults and kids around the world,” said Julia Goldin, Chief Product and Marketing Officer at LEGO.

“This is an investment in our people and our brand, and I am excited by the prospect of creating an environment that fuels passion and fosters creativity and innovation.”

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