Yesterday, Lego made waves at its first-ever CES keynote by unveiling what it calls the “Smart Brick,” a groundbreaking innovation poised to transform the iconic building toy. This announcement marks one of the most significant changes in Lego’s storied history, drawing comparisons to the introduction of the Minifigure in 1978.
The keynote began with a nostalgic film tracing the evolution of Lego bricks, from the original 1975 figures lacking arms and legs to the versatile Minifigures we know today. Julia Goldin, Lego’s Chief Product and Marketing Officer, took the stage to declare the Smart Brick as the next major leap forward for the Lego system.
The Smart Brick: A Technological Marvel
Inside each Smart Brick is a silicon chip, smaller than a single stud, equipped with a suite of sensors including accelerometers, and light and sound sensors. These components work in harmony with built-in multicolored LEDs, a speaker, and an onboard synthesizer. The Smart Brick is designed to interact with Smart Tags, which dictate the brick’s function—be it an engine, a duck, or even a Star Wars-themed element.
Notably, the Smart Brick doesn’t rely on pre-recorded sounds. Instead, it generates audio in real-time using its synthesizer. This innovation allows for endless possibilities, as children can mix and match Smart Tags and Smart Minifigures, which contain RFID tags but require no batteries.
Endless Play Possibilities
The potential combinations for Smart Tags are virtually limitless. During a demonstration, attendees witnessed a variety of playful interactions, from a dinosaur and a trophy that determines winners, to a cupcake that sings “Happy Birthday” when its candles are blown out. The technology also cleverly responds to different Minifigs; for instance, a police car triggers an alarm when a robber enters, but plays a siren when a police officer is behind the wheel.
Adults and children alike were captivated by the Smart Brick’s capabilities. Attendees reverted to childlike joy, flying an X-Wing and making whooshing noises, or triggering Darth Vader’s entrance music. The Smart Play System ensures that the magic of Lego extends beyond the building phase, allowing any creation to come alive with sound and light.
A New Era for Lego
The introduction of the Smart Brick is a bold step for Lego, which has seen numerous innovations over the past decades. From the introduction of Mini Dolls to technological ventures like Mindstorms and augmented reality experiences with Ultra Agents and Vidiyo, Lego has continually evolved. However, the enthusiasm surrounding the Smart Brick suggests it could be a game-changer for the brand.
“If a kid has an X-Wing Smart Tag, then no matter what they build and put that tag in, it will sound like an X-Wing,” explained Goldin, highlighting the system’s flexibility.
With the Smart Brick, older children have more freedom to break conventional rules, imagining and creating without constraints. The ability to transform a T-rex into a spaceship, complete with appropriate sound effects, is a testament to the system’s imaginative potential.
Pricing and Future Prospects
The initial rollout of the Lego Smart Brick range will feature three Star Wars-themed sets. The most affordable, the Darth Vader TIE Fighter set, will retail for $99 in Australia. Each set includes a Smart Brick, a Smart Minifig, and a Smart Tag, with pre-orders beginning on January 8 and retail availability in March.
- Lego Star Wars Smart Play: Darth Vader’s TIE Fighter building set (75421): $99.99
- Lego Star Wars Smart Play: Luke’s Red Five X-wing building set (75423): $149.99
- Lego Star Wars Smart Play: Throne Room Duel & A-wing building set (75427): $249.99
Lego representatives emphasized that Star Wars is merely the starting point. The company envisions expanding the Smart Play system to include Creative Boxes filled with diverse tags, encouraging children to build and bring their imaginations to life.
The Smart Brick could signify a new era for Lego, blending traditional play with cutting-edge technology. As the company looks to the future, the possibilities seem as limitless as the creativity of the children who will use them.
Alice Clarke attended CES 2026 as a guest of Lego and Intel.
