LEGO Smart Brick: Company Responds to Digital Play Concerns

Following the reveal of the LEGO Smart Brick, the company has addressed concerns that the new technology might threaten its core foundation of physical play. Speaking to media outlets, LEGO executive Federico Begher clarified that the Smart Brick represents a 'complementary evolution' rather than a departure from traditional building. The technology, unveiled at the CES trade show in Las Vegas, utilizes sensor-packed bricks to create interactive experiences without the need for screens during play. Despite criticism from some child welfare groups regarding the potential impact on imagination, LEGO maintains that the Smart Brick is an integral part of the future 'System-in-Play.' The company highlighted that the development was iterative, drawing on lessons from previous interactive sets to ensure the new bricks remain open-ended toys rather than prescriptive games.

One day after the official reveal of the LEGO Smart Brick, the company moved to reassure the public regarding the future of non-digital play. The announcement at the CES trade show in Las Vegas generated what a BBC News report described as 'unease' among play experts. Concerns centered on whether introducing chips into bricks and Minifigures would undermine the company's history as a physical toy manufacturer.

Federico Begher, Senior Vice President of Product and New Business, directly addressed these questions in a statement. He emphasized that the Smart Brick is not intended to replace traditional building blocks but to expand the possibilities of play. 'It's very important to be clear that this does not mean that we're leaving our core proposition behind,' Begher stated, responding to fears that LEGO was abandoning its successful physical roots.

Child welfare group Fairplay expressed specific worries about the technology. Josh Golin, the group's executive director, suggested that Smart Bricks could 'undermine what was once great about Lego' and potentially limit the use of imagination. Despite these external concerns, LEGO maintains that the technology is designed to increase play potential rather than restrict it.

LEGO frames the Smart Brick as an iterative development rather than a sudden pivot to digital. Begher compared the new technology to the introduction of the Minifigure, which started small and eventually became a staple of the LEGO system. 'We see that in a similar way where we say, wherever there's opportunity for this type of dimensional play, we will probably explore it,' Begher explained. The goal is to integrate the Smart Brick into the existing 'System-in-Play' just like standard bricks and Minifigures.

The company is keen to stress that the Smart Brick is a screen-free experience. While a 'Parental Control' app exists to update firmware, the actual play is entirely physical. 'It's not what this is,' Begher said regarding fears of a shift to digital gaming. 'It is screen-free and it's physical play.' The technology is designed to fulfill what LEGO identifies as a long-standing dream among children: seeing their physical toys react to real-world actions.

Key features of the Smart Brick include:

• Sensors that detect speed and direction of movement
• Color detection to recognize when other elements touch the brick
• Wireless connection to 'Smart Tiles' that unlock specific modes
• Interaction with Smart Minifigures to produce character-specific responses

In demonstrations, a Smart Brick inside an X-Wing set produced engine noises based on movement and reacted to 'weapons fire' from a Smart Brick-infused TIE Fighter. However, LEGO insists that these features are additions, not replacements. 'It's an added layer that's here to stay,' Begher noted, 'that we believe in.'

The development of the Smart Brick was heavily influenced by previous LEGO experiments with interactive technology, specifically the Super Mario collaboration and the Hidden Side range. From these projects, LEGO learned that interactive sets must avoid being too 'prescriptive.' Begher noted that some Super Mario levels required specific actions to trigger a response, which limited free play. The company aims to avoid this with the Smart Brick.

The philosophy driving the Smart Brick is that the underlying set must be a 'great build' even if the technology is removed. 'If you don't want to use interactive technology, this has to be a great build and it has to have to be a great play experience,' Begher said. The technology is intended to be an optional enhancement rather than a requirement for the set to function as a toy. This approach ensures that the core value of LEGO—creativity and construction—remains the primary focus.

Looking toward the future, LEGO views the current launch as just the beginning. Begher described the initial implementation as 'the tip of iceberg,' noting that the technology is 'future proofed' for more complex uses. However, the company is currently focused on striking the right balance between innovation and accessibility. 'There's much more that this can do that will come eventually,' Begher teased, 'but it needs to be a fantastic experience that's new and exciting' without becoming too complex for children to understand immediately.

As the LEGO Smart Brick prepares for its official launch in March, the company is positioning it as a permanent fixture in its product lineup. The initial rollout will feature Star Wars sets, including the X-Wing, which utilize the Smart Brick to detect movement and proximity to other smart elements. This launch marks a significant shift in how LEGO approaches interactivity, moving away from screen-based augmented reality apps toward physical sensors embedded directly in the bricks.

The company's strategy relies on the technology being 'here to stay' and fully integrated into the play system. By ensuring that the Smart Brick works alongside standard bricks rather than replacing them, LEGO hopes to bridge the gap between traditional building and modern play expectations. The system is designed to be intuitive, allowing children to 'goof around' without strict instructions, preserving the open-ended nature that has defined the brand for decades.

Ultimately, LEGO's response to the concerns surrounding the Smart Brick is a reassurance of continuity. While the technology introduces new sensory elements to building, the fundamental experience of construction and imagination remains the priority. As the technology evolves, LEGO promises that it will remain an optional layer that enhances, rather than dictates, the play experience.