January 6, 2026, 4:35 pm | Read time: 2 minutes
Lego is taking a big step toward connected play. At CES in Las Vegas, the Danish company introduced Smart Play, a concept that enhances classic Lego bricks with digital features. Instead of a smartphone or household device, Lego presented an idea that goes straight to the core of the brand: building itself.
Even before the event, Lego had announced it would showcase something fundamental at the tech fair. Indeed, Smart Play revolves around a new generation of bricks designed to actively accompany the play experience. The goal is to integrate digital elements without losing the typical Lego character.
A Brick That Plays Along
The focus is on the so-called Smart Brick, a special Lego brick equipped with sensors and electronics. The brick responds to its environment during play and provides feedback in the form of light and sound. Lego’s first themed world for this is Star Wars.
Lego executive Julia Goldin emphasized during the CES presentation that the concept deliberately avoids traditional tech controls. This was reported by “Computer BILD” (like TECHBOOK, part of Axel Springer) directly from the fair. Children should not have to press switches or start devices. The Smart Brick operates automatically and responds solely through building and playing.
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Colors, Sounds, and Distances
The Smart Brick can detect colors it is placed on and adjust its own lighting accordingly. It also registers which other bricks or elements are nearby. The brick uses this information to trigger situation-dependent effects.
In vehicles, it generates appropriate engine sounds, and crash sounds are heard during collisions. If the same brick is built into an animal model, the soundscape changes completely–for example, to quacking like a duck. The Smart Brick can also measure distances, such as determining which model reaches the finish line first in a car race. During the CES demonstration, these processes were already working very precisely.
Market Launch Planned for 2026
According to current information, Lego Smart Play is set to hit the market in March 2026. Prices are expected to start at around 70 euros per set. This positions the new system above traditional building sets but well below typical tech toys.
Whether the Smart Brick will establish itself in the long term will likely depend on how well Lego balances technology with creative play.