LEGO Brings Intelligence to Physical Play at CES 2026
LEGO has revealed a new chapter in interactive play with the launch of its Smart Play system at CES 2026, blending digital responsiveness with the brand’s traditionally hands-on building experience. Announced on Monday, the system introduces connected LEGO elements that react to how children build and move their creations—without relying on screens.
The move marks a strategic evolution for LEGO as it explores technology-driven play while preserving its famously tactile, imagination-led DNA.
How the Smart Play System Works
At the core of the Smart Play ecosystem are three new components: a 2×4 Smart Brick, Smart Tag tiles, and Smart Minifigures. Both the Smart Bricks and Minifigures are capable of detecting nearby Smart Tags—2×2 studless tiles embedded with unique digital IDs. These IDs inform the bricks and figures how to respond during play.
For instance, when a Smart Tag designed for a helicopter build is nearby, the Smart Brick activates lights and propeller-style sound effects, helping the model feel more lifelike. An integrated accelerometer ensures that the effects respond naturally to movement, adjusting as the helicopter “flies,” tilts, or flips upside down during play.
Advanced Technology in a Tiny Brick
Powering the Smart Bricks is a patented ASIC chip that is smaller than a single LEGO stud. Despite its size, the chip enables near-field magnetic positioning to identify surrounding Smart Tags and houses a miniature speaker, accelerometer, and LED array.
LEGO has also introduced BrickNet, a Bluetooth-based communication protocol that allows multiple Smart Bricks to detect one another and function together. According to the company, BrickNet is secured with enhanced encryption and privacy controls, addressing growing concerns around connectivity and child safety in smart toys.
No Screens, No Setup—Just Play
One of the most notable aspects of the Smart Play system is its simplicity. The components require no setup or pairing process, allowing children to start playing immediately. Parents may also appreciate that the entire system operates without screens, keeping the experience firmly rooted in physical play.
That said, LEGO has hinted at some playful experimentation, noting on its website that one Smart Tag is designed to animate LEGO toilets—an example of the brand’s trademark humor making its way into smart functionality.
Star Wars Sets Lead the Launch
LEGO will debut the Smart Play system through two Star Wars–themed building sets, both scheduled to launch on March 1, with preorders opening Friday.
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“Luke’s Red Five X-wing” will retail for $69.99
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“Throne Room Duel and A-wing” will be priced at $159.99
These sets use Smart Play features to animate iconic characters such as Luke Skywalker and Princess Leia, enabling interactions with Smart Tags that support lightsaber duels and other Star Wars-inspired actions.
A Strategic Step Toward Hybrid Play
With Smart Play, LEGO is signaling a broader strategy: integrating subtle intelligence into toys without sacrificing creativity or overwhelming young users with screens. The approach positions LEGO at the intersection of traditional play, child-friendly technology, and secure connectivity—an increasingly important balance in the global toy market.
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