Lego unveils new Smart Bricks at CES 2026
08 January 2026: The LEGO Group has unveiled LEGO® SMART Play™, a new interactive platform set to transform LEGO play experiences for kids and families. With this exciting innovation, builders can bring their LEGO creations to life in ways they’ve never imagined!
Showcased at the Consumer Electronics Show (CES) 2026 in a presentation from Julia Goldin, Chief Product & Marketing Officer of the LEGO Group and Tom Donaldson, Senior Vice President & Head of Creative Play Lab at the LEGO Group, LEGO SMART Play™ represents one of the most significant evolutions in the LEGO System-in-Play since the introduction of the LEGO Minifigure in 1978.
Designed to inspire children, LEGO SMART Play™ turns their imaginative ideas into reality, bringing their creations to life with moments of surprise and discovery. The combination of LEGO SMART Play™’s platform elements – the LEGO SMART Brick, LEGO SMART Tags and LEGO SMART Minifigures – react in real time to bring an interactive play experience to kids that is full of exploration and imaginative storytelling.
Joining the LEGO Group at CES was Asad Ayaz, Chief Brand Officer of The Walt Disney Company and President of Disney Entertainment Marketing, and Dave Filoni, Chief Creative Officer of Lucasfilm, to announce that the first LEGO SMART Play™ building sets announced for fans will feature Star Wars™ – the perfect playground for epic storytelling, unforgettable characters and endless brick-built adventures. For the first time, with LEGO SMART Play™, a galaxy far, far away…. will play back! The new sets will launch on March 1st, 2026, in select markets.
What is LEGO SMART Play™?
The new platform features more than twenty patented world-firsts within its technology, and the LEGO SMART Brick – at the heart of the platform – is powered by a custom-made chip, measuring smaller than a standard LEGO stud.
The technology has been developed by the LEGO Group’s Creative Play Lab team to enable responsive physical play, breathing new life into builder’s LEGO creations through advanced, invisible technology.
LEGO SMART Play Trinity
The LEGO SMART Brick is packed with technologies that bring play to life including sensors, accelerometers, light sensing and a sound sensor as well as a miniature speaker driven by an onboard synthesiser and much more, in addition to easy wireless charging.
“For over 90 years, the LEGO Group has sparked imagination and creativity in children around the globe. As the world evolves, so do we – innovating to meet the play needs of each new generation. LEGO SMART Play™ is the next exciting chapter in our LEGO System-in-Play and something we are super excited about being able to bring to the world at this scale,” said Julia Goldin, Chief Product & Marketing Officer of the LEGO Group.
Tom Donaldson, Senior Vice President & Head of Creative Play Lab at the LEGO Group said “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. We truly believe we are setting a new standard for interactive, imaginative experiences and can’t wait to see this innovation in the hands of kids when we launch this year.”
“Our teams work hand-in-hand with best-in-class licensees to bring technology and innovation to products that continue our storytelling in new and unexpected ways,” said Paul Gitter, Executive Vice President of Global Brand Commercialization at Disney Consumer Products. “This milestone in our long-time collaboration with the LEGO Group adds a new dimension to this legacy, continuing to help fans express their creativity and imagination by extending the Star Wars story through play.”
www.LEGO.com
