Lego Unveils Smart Play System with Interactive Bricks

The LEGO Group has introduced Smart Play, a new technology system designed to make building sets more interactive and social for children. The system emerged from an eight-year development period and was unveiled at CES.

Smart Play relies on two main components: Smart Bricks filled with sensors and Smart Tags that provide context. These elements allow sets to respond to each other, detect movement, play sounds, and recognize when Smart Minifigures are nearby. The tags help the system identify whether a brick is part of a helicopter, car, or other build.

According to company leadership, the technology was created with children's needs as the primary focus. The system aims to support social play, provide changing experiences when children return to their builds, and offer agency through user control.

The initial launch centers on Star Wars themed sets, with the largest set costing $160 for nearly 1,000 pieces. This represents a notable price increase over traditional sets, raising questions about parent adoption. Lego is betting on the franchise's popularity to drive initial acceptance before expanding to other product lines.

The Smart Play system represents a deliberate move to integrate technology without overshadowing the physical building experience. The core innovation lies in Smart Bricks, which contain embedded sensors that enable communication between different parts of a set. These bricks can detect when sets are moving, trigger audio responses, and sense the presence of compatible Smart Minifigures.

Complementing the bricks are Smart Tags, tiny identifiers that provide crucial context to the system. These tags allow the Smart Brick to understand its specific application within a build. For example, the same brick can recognize whether it has been incorporated into a helicopter, a car, or a duck, enabling context-appropriate responses and interactions.

Tom Donaldson, senior VP and Head of Creative Play Lab at the LEGO Group, explained that the development process prioritized creating a robust foundation before defining specific use cases. The company spent years ensuring the platform was flexible and powerful enough to support future innovations.

The design philosophy focused on understanding what children actually want from their play experiences. Donaldson identified three key elements that drive children's engagement: social interaction, the ability to see changes when they return to builds, and a sense of agency over their creations.

The creation of Smart Play followed an unconventional development path. Rather than starting with specific product ideas, the LEGO Group focused on building what Donaldson described as a "really powerful platform." The team deliberately avoided limiting the technology's potential by predefining its applications.

Instead, the strategy involved creating a system with extensive capabilities and then exploring how to apply those capabilities across different scenarios. This approach allowed the technology to evolve based on creative possibilities rather than predetermined constraints.

The company worked for approximately eight years before introducing Smart Play to the public. During this time, the team refined the sensor technology, tag system, and integration methods to ensure they met the company's standards for durability and play value.

Donaldson emphasized that the platform has "tremendous growth potential." He drew an analogy to the minifigure, noting that while Smart Play technology may not appear in every single product, it will likely reappear across many different Lego lines, similar to how minifigures became a system-wide element.

The LEGO Group chose Star Wars as the launch vehicle for Smart Play, introducing three initial sets. The flagship product, Throne Room Duel & A-Wing, contains nearly 1,000 pieces and carries a $160 price tag. This set includes two Smart Bricks, five Smart Tags, and three Smart Minifigures—the highest concentration of smart components among the launch sets.

The pricing reflects both the Star Wars licensing costs and the Smart Play technology integration. This combination creates a significant premium over comparable traditional sets, potentially challenging adoption rates among cost-conscious parents.

Licensing partnerships played a crucial role in the launch strategy. The company collaborated with Lucasfilm and Disney to determine the optimal approach for introducing Smart Play to the market.

Derek Stothard, Disney's Director of Global Licensing, explained that the team selected the original trilogy as the starting point because these scenes and characters are universally recognized. The cross-generational appeal allows parents to share these builds with their children, creating a shared experience that transcends age barriers.

Lego appears to be using Star Wars as a test case for Smart Play's market viability. The franchise's broad appeal may help offset the higher price point while the company gathers data on consumer acceptance. Future expansion to non-licensed sets could potentially reduce costs and broaden accessibility.

The LEGO Group has been deliberately reserved about specific plans beyond the initial Star Wars offerings. However, the company's eight-year investment in Smart Play development suggests a long-term commitment to expanding the technology across multiple product lines.

Donaldson indicated that the company will follow consumer demand and market response when determining Smart Play's future trajectory. The ultimate decision on expansion will depend on how the technology performs in the marketplace and whether it resonates with children and parents.

The current pricing structure raises questions about market adoption. The premium cost associated with Smart Play technology, particularly in licensed sets, may limit initial uptake. Industry observers note that non-licensed sets or add-on kits could provide more affordable entry points for families interested in the technology.

The concept of transforming existing builds into interactive experiences represents significant potential. If Lego can successfully broaden Smart Play's appeal beyond Star Wars fans and find ways to make the technology more accessible, it could fundamentally change how children interact with their creations. The company's focus remains on delivering what children want and love, using market response as the ultimate guide for Smart Play's future.