Lego unveiled its Smart Play system at CES 2026, introducing tech-filled Smart Bricks that incorporate sensors, lights, and sound synthesizers. These new components, which include Smart Minifigures and Smart Tags, are designed to react to movement and interaction, bringing Lego sets to life with features like a birthday cake that recognizes when its candles are blown out or a helicopter that makes wooshing sounds. Julia Goldin, Lego's chief product and marketing officer, views this as an opportunity to expand physical play rather than a threat, with CEO Niels B. Christiansen having accelerated spending on digital technology as a strategic area.
However, the initiative has drawn mixed reactions from play experts. Josh Golin, executive director of Fairplay, expressed concern that Smart Bricks could undermine children's imaginative play, arguing that traditional Lego already encourages creativity without added electronic features. Andrew Manches, a professor of children and technology, echoed this sentiment about the importance of imaginative freedom but also welcomed Lego's integration of physical and digital play. Concerns about the security and privacy of smart toys, especially those with AI integration, were also raised.
Despite potential benefits, the cost of the new Smart Play sets could be a barrier to adoption. For example, a Star Wars Throne Room Duel & A-Wing set, with nearly 1,000 pieces, costs $160, significantly more than comparable non-Smart Play sets due to the Star Wars license and the new technology. Goldin emphasized that Smart Play is a platform that will evolve and is not just an experiment, hinting at its potential expansion into adult sets, though she stressed that it's an optional part of Lego's future, not a complete overhaul.
