In a move that promises to transform the iconic toy experience, Lego has unveiled its latest innovation – the ‘Smart Bricks’. These tech-infused versions of the classic plastic building blocks aim to bring play to life with sound, light, and responsive movement.
Announced at the Consumer Electronics Show (CES) 2026 in Las Vegas, the Danish toymaker’s Smart Play system introduces new electronic components to its timeless construction sets. Lego claims these “most revolutionary” products in nearly 50 years will launch in March, starting with a new Star Wars collection.
However, the launch has drawn a mixed response from play experts, who warn that the digital enhancements risk undermining the very qualities that make Lego so distinctive for children in an increasingly tech-driven world.
“As anyone who has ever watched a child play with old-school Lego knows, children’s Lego creations already do move and make noises through the power of children’s imaginations,” said Josh Golin, executive director of children’s wellbeing group Fairplay.
Professor Andrew Manches of the University of Edinburgh echoed this sentiment, highlighting the “freedom to create, re-create, and adapt simple blocks into endless stories powered by children’s imagination” as the true beauty of Lego.
Yet, Manches also welcomed Lego’s efforts to integrate physical and digital play, with tools that react to the way children interact with its Smart Play products. Julia Goldin, the company’s chief product and marketing officer, has previously stated that Lego views digital technology as an opportunity to “expand physical play and physical building”, not as a threat.
The Smart Bricks themselves contain sensors, lights, a sound synthesiser, an accelerometer, and a custom-made silicon chip, enabling them to detect movement and respond accordingly. They work in tandem with Smart Minifigures and Smart Tags, which trigger different sounds or reactions when they interact.
“We are building a platform that we want to last for many years,” said Tom Donaldson, head of Lego’s Creative Play Lab, emphasising the company’s vision for a lasting, tech-enhanced play experience.
While the integration of digital elements into Lego’s iconic building sets may raise some concerns about the influence on children’s imagination and creativity, Lego appears determined to embrace the opportunities presented by emerging technologies. As the toy industry continues to evolve, it remains to be seen how the Smart Bricks will be received by both children and play experts alike.