The Lego Group is reimagining hands-on play for a new generation. At the Consumer Electronics Show (CES) 2026 in Las Vegas, Lego unveiled SMART Play, a new system of interactive bricks, tags, and Minifigures that react in real time as children and families build and play—without relying on screens.
“With this exciting innovation, builders can bring their Lego creations to life in ways they’ve never imagined,” the company said in a statement, positioning SMART Play as a bridge between physical creativity and subtle, embedded technology.
The first SMART Play building sets, themed around Star Wars, are scheduled to launch in select markets in March, with preorders opening next week.
What Is Lego SMART Play?
SMART Play introduces a new layer of interactivity to traditional Lego sets using custom-designed chips embedded directly into certain bricks. According to Lego, these chips are smaller than a standard Lego stud and are designed to blend seamlessly into existing building experiences.
When connected with Lego SMART Tags and SMART Minifigures, the system enables Lego creations to respond dynamically to how they’re played with. Demonstrations at CES showed builds producing sound effects such as snoring, engine noises, and helicopter-style whirs depending on movement and interaction.
Crucially, this happens without tablets, phones, or screens. The interaction is entirely physical, driven by how children manipulate the bricks and characters during play.
How the Technology Works
At the center of the experience are Lego SMART Bricks, which look and function like regular Lego pieces but contain an embedded chip. As children move or interact with connected builds, the bricks detect changes and trigger contextual sound effects through paired SMART components.
SMART Tags act as identifiers for vehicles, accessories, or environments, while SMART Minifigures add character-specific responses. Together, they allow Lego sets to “react” to play scenarios—enhancing storytelling without dictating it.
According to Tom Donaldson, Senior Vice President and Head of the Creative Play Lab at Lego, the goal is to deepen imagination rather than replace it. “The launch of Lego SMART Play brings creativity, technology, and storytelling together to make building worlds and stories even more engaging, and all without a screen,” he said. “We believe we’re setting a new standard for interactive, imaginative experiences.”
Launch Titles: Star Wars Takes the Lead
Lego confirmed that the first wave of SMART Play sets will be based on Star Wars, blending one of the company’s most popular franchises with its newest play technology.
Among the initial releases are:
- Lego Star Wars SMART Play: Darth Vader’s TIE Fighter
Price: $69
Pieces: 473
Age: 8+
Includes one SMART Brick, one SMART Minifigure (Darth Vader), and a SMART Tag for the TIE Fighter. - Lego Star Wars SMART Play: Luke’s Red Five X-wing
Price: $89
Pieces: 584
Age: 6+
Includes one SMART Brick, two SMART Minifigures (Luke Skywalker and Princess Leia), and five SMART Tags tied to vehicles and accessories. - Lego Star Wars SMART Play: Throne Room Duel & A-wing
Price: $159.99
Pieces: 962
Age: 9+
Includes two SMART Bricks, three SMART Minifigures (Luke Skywalker, Emperor Palpatine, Darth Vader), and five SMART Tags including lightsabers and turret elements.
The sets will be available via Lego’s website, Lego Stores, and select retail partners. Preorders open on January 9, with full retail availability starting March 1.
Why SMART Play Matters
SMART Play reflects Lego’s broader strategy of integrating technology in ways that support physical play rather than replace it. Unlike app-driven or screen-based toys, the system keeps children focused on building, movement, and imagination—core pillars of Lego’s brand.
For parents wary of increasing screen time, that distinction matters. For Lego, it’s also a way to future-proof its iconic bricks without abandoning what made them timeless.
As CES 2026 showed, the future of play isn’t necessarily digital-first. In Lego’s vision, it’s physical, responsive, and still powered by the simple joy of snapping bricks together—just with a little more magic built in.
