Lego Unveils Smart Brick at CES 2026, Merging Digital and Physical Play

Lego has introduced the Smart Brick, a new electronic component designed to bring digital interactivity to its classic plastic bricks according to BBC News. The product was unveiled at the Consumer Electronics Show (CES) 2026 in Las Vegas and is set to launch in March with a new Star Wars set as reported by IGN. Lego describes the Smart Brick as its "most revolutionary innovation" in nearly 50 years according to BBC News.

The Smart Brick contains sensors, lights, a small sound synthesizer, and a custom-made silicon chip to detect movement and react accordingly as detailed by BBC News. It is designed to work in tandem with Smart Minifigures and Smart Tags, which also have digital identifiers that trigger reactions when interacting with other components according to BBC News.

Lego's new Smart Play system aims to expand the traditional play experience by integrating digital technology according to BBC News. The company's chief product and marketing officer, Julia Goldin, said it sees digital technology as an opportunity to "expand physical play and physical building" as reported by BBC News.

Why the Move Happened

Lego's decision to incorporate digital technology into its products aligns with its strategy to remain relevant in a rapidly evolving toy market according to BBC News. The company has previously experimented with augmented reality apps and collaborations with video game publishers as BBC News reported.

The Smart Brick is part of a broader trend in the toy industry to blend digital and physical play according to BBC News. As children become more immersed in digital environments, toymakers are adapting to ensure that traditional play remains engaging as BBC News stated.

Lego's Smart Play system represents a shift toward more interactive and immersive play experiences according to BBC News. The company's head of the Creative Play Lab, Tom Donaldson, emphasized that the system is designed to respond to children's actions in a way that complements their natural play as reported by BBC News.

How Markets Responded

The response from play experts has been mixed according to BBC News. While some see the integration of digital technology as a way to enhance play, others are concerned it may reduce the role of children's imagination as BBC News reported.

Josh Golin, executive director of the children's wellbeing group Fairplay, expressed concern that the Smart Brick "undermines what was once great about Legos" by taking play out of the hands of children according to BBC News.

Andrew Manches, professor of children and technology at the University of Edinburgh, acknowledged the benefits of integrating physical and digital play as BBC News stated. However, he also noted the need for careful consideration of privacy and security concerns associated with smart toys according to BBC News.

The market has shown interest in Lego's new product, with the company planning to release the first Smart Play sets in March as reported by BBC News. These sets will include interactive elements such as lights and sounds, enhancing the play experience according to BBC News.

What Analysts Are Watching

Analysts are observing how the Smart Play system will influence the toy market and whether it will set a new standard for interactive play according to BBC News. The success of the product will depend on consumer adoption and the balance between digital and physical play as BBC News reported.

The integration of AI and smart technology into toys is still a developing area, and experts are watching closely to see how it impacts children's development and play habits according to BBC News.

Privacy concerns are also a focal point, as smart toys collect data on user interactions as BBC News stated. Ensuring that these toys comply with data protection regulations and maintain user trust will be a key challenge for Lego and other manufacturers according to BBC News.

Lego's move to integrate digital technology into its products reflects a broader industry trend toward more interactive and tech-driven play experiences according to BBC News. The company's ability to innovate while maintaining the core values of creativity and imagination will be crucial to its long-term success as BBC News reported.

The Smart Brick represents a significant step in Lego's evolution, aiming to appeal to a generation of children who are increasingly digital natives according to BBC News. The company's approach to balancing technology with traditional play will likely shape its strategy in the coming years as BBC News stated.