In a groundbreaking move, Lego has announced its latest innovation, Smart Play, at the Consumer Electronics Show (CES) in Las Vegas. This new platform introduces interactivity to Lego sets without the need for apps or screens, marking a significant development in the world of play.
Smart Play is designed to make Lego sets responsive to user actions through sounds and various behaviors. The system consists of Smart Bricks, Smart Tags, and Smart Minifigures, all of which interact in real-time as users engage with them. This innovation is poised to revolutionize how children and adults alike experience Lego, maintaining the brand’s commitment to creativity and imagination.
The Evolution of Lego: From Classic Bricks to Smart Play
For over 90 years, Lego has been a staple in fostering creativity among children worldwide. Julia Goldin, Lego Group’s Chief Product and Marketing Officer, emphasized the company’s dedication to evolving alongside the world’s changing play needs. “Lego Smart Play is the next exciting chapter in our Lego System in Play,” Goldin stated. “We are thrilled to bring this to the world at such a scale.”
The Smart Brick, while visually similar to traditional Lego bricks, is embedded with technology that allows it to connect with other smart components within a set. It is powered via a wireless charger, ensuring it is ready for use at any time. This marks a significant evolution for a building system that has remained largely unchanged for decades.
Interactive Play Without Screens
The introduction of Smart Tags and Smart Minifigures allows users to trigger sounds, lights, and other behaviors within a set, creating an immersive play experience that “just works.” This development is particularly appealing to parents seeking to reduce screen time for their children while encouraging imaginative play.
Lego will debut the Smart Play system with three Star Wars-themed sets: a TIE Fighter, an X-Wing, and a Throne Room Duel and A-Wing set. These sets will be available starting in March, with prices beginning at $99. Goldin expressed excitement about continuing the partnership with Lucasfilm, which has spanned over 25 years. “With Lego Smart Play, legendary stories and characters of the Star Wars galaxy will come to life like never before,” she said.
Implications for the Toy Industry
The launch of Smart Play represents a significant shift in the toy industry, where digital integration has often been synonymous with screen time. By offering interactive play without screens, Lego is setting a new standard for how technology can enhance traditional play without compromising on the tactile and imaginative aspects that are core to the Lego experience.
Experts believe this move could inspire other toy manufacturers to explore similar innovations, potentially leading to a broader trend of screen-free interactive toys. This aligns with a growing demand among parents for products that encourage creativity and reduce reliance on digital devices.
Looking Forward
As Lego prepares to launch its Smart Play sets, the company is poised to capture the interest of both long-time fans and new audiences. The integration of technology into its iconic bricks without the need for screens could redefine playtime for a new generation.
With the initial rollout focusing on the beloved Star Wars franchise, Lego is likely to expand the Smart Play concept to other themes, further solidifying its position as a leader in innovative play solutions.
Trevor Long attended CES in Las Vegas with support from Hisense, Reolink, LG, Samsung, and Lego.
