The Galaxy Plays Back tour reimagined Target parking lots, across 12 cities nationwide, as a fully immersive LEGO Star Wars adventure. Guests stepped through a giant minifigure portal and navigated Light Side or Dark Side environments built from LEGO-inspired textures, lighting, and interactive tech. Hands-on gameplay moments demonstrated LEGO Smart Play features while building a narrative journey through scanning challenges, cockpit battles, and playful missions. The experience concluded with AR minifigure content capture, exclusive giveaways, and a shoppable product zone connecting imagination directly to retail.

Creative Director: Ryan Ho
Art Director: Arielle Zoeller
Experiential Design Lead: Wendy Zhang
Experiential Designer: Saralee Sittigaroon
Graphic Designer: Cris Martinez