LEGO Launches New Hero-Themed Sets and In-Store Events for Holiday Season

LEGO has unveiled a trio of new brick sets ahead of the 2026 holiday season, targeting fans of Star Wars, NINJAGO, and LEGO City. Alongside the product releases, the company will host in-store events at select locations, offering free swag and interactive experiences to drive fan engagement.

New LEGO Sets Announced for Holiday Season

LEGO has unveiled three new brick sets targeting holiday shoppers, tying into popular franchises and everyday themes. According to Mashable, the sets include the LEGO Star Wars Hutt Palace Sentry Droid Showdown, the LEGO City Pizza Delivery Experience with Vehicles, and the NINJAGO Wyldfyre’s Transforming Dragon Mech.

The Star Wars set, priced at $49.99, features a 5.5-inch droid with movable limbs and a stud shooter. It is designed for children ages 9 and up and contains 415 pieces.

The LEGO City set, also priced at $49.99, celebrates pizza delivery workers and includes a wood-fired oven with a flickering flame effect. It contains 494 pieces and is targeted at kids ages 6 and up.

The NINJAGO set is the largest and most expensive of the three, priced at $89.99 and containing 821 pieces. It includes a two-in-one action figure that transforms from a four-legged dragon into a mech armed with a sword. The set is based on the NINJAGO Dragons Rising TV show and is recommended for ages 9 and up.

In-Store Events to Drive Fan Engagement

LEGO will host Hero Days events at select retail locations on September 27 and October 11, offering fans free swag and exclusive experiences, as reported by Mashable. The events will take place at West Edmonton Mall, Guilford Town Centre, Fairview Mall, and Polo Park.

Attendees who dress up as their favorite heroes can meet Kai from LEGO Ninjago and receive free LEGO swag. One activity, the LEGO Pizza Delivery Shark event, requires participants to bring their LEGO Passport to receive a stamp, adding a gamification element to the experience.

What this means

LazyFounders analysis — our interpretation, not reported fact.

LEGO’s latest product push aligns with its long-term strategy of blending physical play with fan engagement. By tying new sets to popular franchises like Star Wars and NINJAGO, the company reinforces its position in the holiday gifting market while driving foot traffic to retail locations. The in-store events are a smart play—they create urgency and excitement, turning a one-time purchase into a community experience. For founders, this is a reminder that product launches aren’t just about the product itself; they’re about the ecosystem around it. Whether it’s limited-time events, free swag, or interactive elements, creating moments that extend beyond the transaction can deepen customer loyalty and word-of-mouth marketing.

Key takeaways

• LEGO’s new sets target holiday shoppers with themes from Star Wars, NINJAGO, and LEGO City.
• In-store events at select LEGO locations will offer free swag and meet-and-greet opportunities on September 27 and October 11.
• The NINJAGO Wyldfyre’s Transforming Dragon Mech set is the highest-priced at $89.99, while the Star Wars and LEGO City sets are priced at $49.99 each.
• Sets are designed for different age groups, with some tailored for kids as young as 6 and others for ages 9+.
• The LEGO Pizza Delivery Shark event encourages fans to engage with a LEGO Passport for a stamp, adding a gamification element.

FAQ

What are the new LEGO sets announced?

The new sets include the LEGO Star Wars Hutt Palace Sentry Droid Showdown, LEGO City Pizza Delivery Experience with Vehicles, and NINJAGO Wyldfyre’s Transforming Dragon Mech.

When and where will the LEGO in-store events take place?

The Hero Days events will take place on September 27 and October 11 at select LEGO stores, including locations in West Edmonton Mall, Guilford Town Centre, Fairview Mall, and Polo Park.

What age groups are the new LEGO sets designed for?

The LEGO City Pizza Delivery Experience set is designed for kids ages 6 and up, while the Star Wars and NINJAGO sets are recommended for ages 9 and up.

What is the price range for the new LEGO sets?

The Star Wars and LEGO City sets are priced at $49.99 each, while the NINJAGO set is priced at $89.99.

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