Mark Hamill to Answer Calls on LEGO Hotline for One Day Only

Star Wars icon takes on role as 'Junior Executive Director of Information' for new LEGO SMART Play system

Apr. 6, 2026 at 2:00pm

Got story updates? Submit your updates here. ›

Actor Mark Hamill will man a special LEGO hotline on April 8, answering questions from fans about the company's new LEGO SMART Play sets that feature interactive SMART Bricks, SMART Tags, and SMART minifigures. Hamill, who will portray a SMART minifigure in the new line, is uniquely qualified for the role, having worked in customer service jobs earlier in his career and maintaining a lifelong love of toys and play.

Why it matters

This promotion allows LEGO to engage directly with fans and generate excitement around their new SMART Play technology, which aims to bring an enhanced interactive experience to classic LEGO building. Hamill's involvement as a beloved Star Wars icon also helps bridge the connection between the LEGO and Star Wars brands, which have collaborated extensively in the past.

The details

Hamill will be available to take calls from 12pm ET to 8pm ET on April 8 at the number 1-877-80-ASK-MARK (877-80-275-6275). A few lucky callers will even get the chance to video chat with Hamill directly. Those who don't get through will hear a pre-recorded message from the actor. Hamill is excited to take on the role of 'Junior Executive Director of Information' for LEGO, drawing on his early experiences working in customer service and his lifelong passion for toys and entertainment.

  • Hotline will be open on April 8, 2026 from 12pm ET to 8pm ET (9am PT to 5pm PT).
  • LEGO SMART Play sets are available now at major retailers.

The players

Mark Hamill

Acclaimed actor best known for his role as Luke Skywalker in the Star Wars film franchise, who is now serving as a 'Junior Executive Director of Information' for LEGO to promote their new SMART Play technology.

LEGO

The popular toy company that has partnered with the Star Wars franchise and is now launching a new line of SMART Play sets featuring interactive SMART Bricks, SMART Tags, and SMART minifigures.

Got photos? Submit your photos here. ›

What they’re saying

“The thing about LEGO is that they're multi-generational. You can play with your parents, with your grandparents. You can teach your younger brothers and sisters how to do things.”

— Mark Hamill, Actor

“Star Wars appeals to your imagination, and the endless possibilities in life, and as a toy, LEGO plays right into that.”

— Mark Hamill, Actor

What’s next

LEGO fans who want to speak with Mark Hamill directly about the new SMART Play sets can call the hotline number on April 8 during the designated hours.

The takeaway

This promotion showcases LEGO's commitment to innovation and engaging with its passionate fan base, while also highlighting the enduring appeal of classic toys and the power of play to bring people together across generations.