Key Facts
- ✓ Lego unveiled the Smart Brick at the Consumer Electronics Show in Las Vegas.
- ✓ The Smart Brick contains sensors, lights, and a speaker but does not use AI or require an internet connection.
- ✓ Three 'Star Wars'-themed sets will launch on March 1, priced at $70, $100, and $160.
- ✓ The technology allows bricks to sense light, movement, and proximity to other bricks.
Quick Summary
Lego has unveiled a new line of chip-based bricks called Smart Play, centering on a device known as the Smart Brick. Unveiled at the Consumer Electronics Show in Las Vegas, this technology represents what the company calls "one of the most significant evolutions" since 1978. The Smart Brick is the same size as the classic two-by-four piece but contains sensors, lights, and a tiny speaker.
Reactions from adult fans have been mixed. While some are intrigued by the capabilities, others express concern over the "tech-ification" of the toy and potential price increases. The technology allows bricks to sense movement, light, and proximity to other figurines. It charges wirelessly and plays pre-programmed sounds without needing a constant internet connection. The first sets featuring this technology will be released on March 1.
New Technology Unveiled at CES 🧱
Lego introduced the Smart Play system at the Consumer Electronics Show in Las Vegas. The centerpiece of this system is the Smart Brick. Although it maintains the dimensions of the standard two-by-four brick—a design largely unchanged since the 1930s—it is packed with modern technology. The move pushes the famously analog toy deeper into the world of embedded technology.
The Smart Brick contains sensors that can detect light, player movement, and proximity to other figurines. When multiple Smart Bricks are used together, they communicate wirelessly, allowing sets to react in coordinated ways. Lego states that the system does not rely on AI or a constant internet connection. Instead, the bricks charge wirelessly and play pre-programmed sounds directly from built-in speakers. Examples of these interactions include:
- Planes whirring when they tilt
- Car engines humming during races
- Figurines talking to each other
- Lightsabers clashing with audio effects
"I've loved the creativity involved without Smart Bricks. I think they'll put more investment in tech as it can increase the overall purchase price."
— Jake Doll, Lego Enthusiast
Mixed Reactions from Adult Fans 🗣️
The adult fanbase, known as AFOLs (Adult Fans of Lego), has shown a polarized response to the announcement. Online discussions reveal concerns from longtime builders and parents regarding the growing reliance on electronics in toys traditionally driven by imagination. Some industry watchers and purists worry that the added technology will significantly increase retail prices.
Despite the concerns, some fans view the launch as an intriguing puzzle with potential. Jake Doll, a 33-year-old Lego enthusiast, voiced his thoughts on the matter. "I've loved the creativity involved without Smart Bricks," Doll said. "I think they'll put more investment in tech as it can increase the overall purchase price."
However, not all feedback is negative. Reid Exley, a 43-year-old father and enthusiast with over 50 sets, questioned the longevity of the novelty for children. "My kids would likely enjoy the novelty of the sounds and interactivity. However, I suspect that novelty would quickly wear off and Lego play would remain largely unchanged," he noted.
Pricing and Availability 🛒
The Smart Brick technology will debut in three Star Wars-themed sets. These sets are scheduled to hit store shelves on March 1. The pricing structure for the initial launch includes:
- $70 Darth Vader set (473 pieces)
- $100 Luke's Red Five X-Wing set (584 pieces)
- $160 Darth Vader's Throne Room Duel & A-Wing set (962 pieces)
Concerns regarding cost are a major theme among critics. Bob Friedland, a 50-year-old toy expert and former Toys R Us executive, highlighted the financial strain on consumers. Friedland referenced a recent Lego release of a 9,000-piece Star Wars set for $999, noting that the company risks alienating inflation-strained customers. "These bricks will definitely bump up against the already-existing feeling that Lego is too expensive," Friedland stated.
Corporate Strategy and Context 🏢
Lego views the Smart Play system not as a shift in direction, but as an expansion of its brand. Tom Donaldson, the head of Lego's Creative Play Lab, emphasized that the company is staying true to its roots. "This isn't changing direction from what the Lego brand has always been," Donaldson said. "It's an expansion — we're staying true to our brand while innovating to meet how kids play today. The Lego brick our fans know and love isn't going anywhere; we're just making our play even more magical."
This is not Lego's first attempt to integrate technology. The company previously launched Lego Mindstorms in 1998 for robotics and the Lego Super Mario line in 2020. While some critics associate the "tech-ification" of toys with AI integration in dolls, Lego confirms its system does not use AI. Bob Friedland suggested that the Smart Play system could serve as a better alternative to screen time. "Parents who are wary of tech will likely look at this as a better alternative than a phone or iPad," Friedland said. "I think this is a much better solution than the AI toys out there."
"This isn't changing direction from what the Lego brand has always been. It's an expansion — we're staying true to our brand while innovating to meet how kids play today."
— Tom Donaldson, Head of Lego's Creative Play Lab
"These bricks will definitely bump up against the already-existing feeling that Lego is too expensive."
— Bob Friedland, Toy Expert
"My kids would likely enjoy the novelty of the sounds and interactivity. However, I suspect that novelty would quickly wear off and Lego play would remain largely unchanged."
— Reid Exley, Lego Enthusiast
