Visitors at CES 2026 in Las Vegas witnessed LEGO present an unexpected fusion of traditional play and emerging technology. During a lively demonstration, the company revealed its new SMART Play system, headlined by the introduction of the screen-less SMART Brick. Designed to add interactive features to the classic LEGO experience, the SMART Brick responds to movement, light, color, and proximity. Excitement rippled through audiences as LEGO staff showed off these dynamic bricks in action, sparking new curiosity about the future of hands-on creativity for both children and adult enthusiasts.
The SMART Brick announcement contrasts with earlier expansions of LEGO into digital apps and robotics, such as LEGO BOOST and LEGO Mindstorms. While those prior products incorporated external screens and prompted app-based engagement, SMART Play’s focus lands on maintaining a physical, off-screen experience. The commitment to a screen-free interface and the integration of personality-sensing features mark a distinct shift in product philosophy, aligning LEGO’s approach more closely with the preferences of parents seeking tactile play without heavy reliance on digital devices.
What Is Unique About the SMART Brick?
Measuring just 1.6 by 3.2 centimeters, the SMART Brick contains an embedded custom ASIC chip enabling it to register not only motion and distance, but also color. This compact device incorporates responsive LED lights, a sound synthesizer, and an accelerometer. The SMART Brick stands out for its ability to identify different minifigure personalities and adjust its reactions—such as producing theme-specific sounds or changing lights—based on its environment.
How Does SMART Play Expand LEGO’s Interaction?
SMART Play revolves around making traditional sets more responsive. By using SMART Tags—2×2 tags with unique digital identities—and SMART minifigures, builders can assign roles or trigger behavior changes in their models. When a SMART Brick nears a tag or designated minifigure, it instantly adapts, producing sounds or light up patterns that match the context.
“When you put that in a LEGO model, the model knows the world around it,”
explained Tom Donaldson, senior vice president of Creative Play Lab. The seamless connection allows toys to react according to their placement, offering a more immersive playtime.
What Reactions and Experiences Do SMART Bricks Create?
Demonstrations at CES highlighted the SMART Brick’s capacity to provide nuanced feedback. Attendees watched as a LEGO duck equipped with a SMART Brick displayed different “emotions”—from contentment to sleepiness—using lights and sound. Donaldson illustrated:
“It knows it’s in a water bayou; it knows it’s in a jungle because it’s green; maybe it knows it’s in a red fire engine over a blue police car.”
The minifigures themselves remain soundless, but can trigger effects via the embedded brick, enabling children to assign moods and behaviors to their creations without screens or manually operated buttons.
SMART Play sets are scheduled for public release on March 1, with the LEGO Star Wars SMART Play set opening for preorders starting January 9. The new technology is set to be seamlessly integrated across themes, making it versatile for various LEGO fans. Unlike previous attempts at integrating electronics that required separate apps or screens, the SMART system maintains play in the tangible world, prioritizing imaginative interaction over passive digital input.
LEGO’s move to incorporate advanced, non-screen-based interactivity into its established line of physical toys introduces a new dimension to hands-on play. By leveraging sensors and digital identities instead of digital screens, LEGO offers families a bridge between tradition and innovation. Those interested in how technology can bolster rather than replace tactile activities may find the SMART Play system especially relevant. Given the modular design and potential for expanded role assignments through SMART Tags and minifigure personalities, users will have greater control over the stories and outcomes their playsets enable. For parents weighing the benefits of traditional toys versus electronic gadgets, SMART Play provides an alternative that supports creativity, experimentation, and sensory learning without reliance on extra devices. Observers will be watching closely to see whether this screen-free approach resonates with users in the increasingly digital toy market.
