Lego Introduces Smart Bricks as Experts Raise Concerns Over Digital Play
Lego has unveiled a new range of technology-enabled building blocks known as Smart Bricks, promising to add sound, light and motion-based reactions to traditional play. The announcement, made at the Consumer Electronics Show (CES) 2026 in Las Vegas, marks one of the company’s most significant product shifts in decades.
The Danish toy maker says the Smart Play system, which launches in March starting with a Star Wars-themed set, represents its most groundbreaking innovation in nearly 50 years. Designed to blend physical building with digital interactivity, the system brings electronic components into Lego’s iconic plastic bricks.
However, the move has sparked debate among child development and play experts, some of whom fear the technology could dilute Lego’s long-standing appeal as an imagination-driven toy.
Josh Golin, executive director of children’s advocacy group Fairplay, warned that Smart Bricks risk weakening what has historically set Lego apart. He argued that traditional Lego already encourages creativity without the need for built-in sounds or effects, noting that children naturally bring their creations to life through imaginative play.
Andrew Manches, a professor of children and technology at the University of Edinburgh, echoed similar concerns, saying Lego’s strength has always been its open-ended design, allowing children to create and adapt stories freely. Still, he acknowledged that Lego’s attempt to merge physical and digital play could offer new forms of engagement if designed carefully.
Lego, for its part, says it does not view digital technology as a threat. Julia Goldin, the company’s chief product and marketing officer, has said the aim is to enhance physical play rather than replace it, describing the Smart Play range as a seamless blend of interactivity and traditional building.
According to Lego, Smart Bricks are equipped with sensors that detect motion, position and distance. Each standard 2×4 brick contains lights, a sound synthesiser, an accelerometer and a custom silicon chip, allowing it to respond dynamically during play. The system also includes Smart Minifigures and Smart Tag tiles, which use digital identifiers to trigger specific sounds or reactions when interacting with one another.
During demonstrations at CES, a Lego birthday cake responded to children blowing out its candles with cheers and music, while a Lego helicopter produced sound effects when rotated and flashed red when it “crashed”.
Tom Donaldson, head of Lego’s Creative Play Lab, said the technology is designed to react to children’s actions rather than dictate how they play, with the goal of encouraging longer and more engaging play experiences. He added that Lego is building the Smart Play system as a long-term platform.
Despite the excitement around innovation, experts have also raised concerns about privacy and security, particularly as smart toys increasingly incorporate advanced digital features. Professor Manches noted that while shrinking component sizes have made such products more common, careful attention is needed to understand how they shape children’s everyday lives.
Lego has previously experimented with digital play, including augmented reality apps, interactive Super Mario figures and collaborations with video game companies such as Nintendo and Epic Games. In its 2024 annual report, chief executive Niels B. Christiansen said the company had increased investment in digital technology as part of its long-term strategy.
As Smart Bricks prepare to enter the market, the debate continues over how far technology should go in reshaping one of the world’s most recognisable toys.
