LEGO insists Smart Brick is ‘here to stay’ - but won’t affect the ‘core proposition’ of toy brand
LEGO hsa said its new Smart Brick technology is a permanent "additio"n designed to enhance screen-free physical play, while leaving the company’s core focus on traditional, imagination-led building firmly intact.
LEGO has reassured fans and that its newly unveiled Smart Brick will not undermine the foundations of physical play, and the sensor-packed brick is “here to stay”.
The Smart Brick was revealed this week at CES in Las Vegas, prompting both excitement and unease over whether LEGO was drifting too far toward digital experiences.
LEGO senior vice president of product and new business Federico Begher has now said the company has been developing Smart Play elements for years, but remains committed to its core proposition of hands-on, imaginative play.
He told IGN: “It's a big part of the future. [But] It’s very important to be clear that this does not mean that we’re leaving our core proposition behind. This is an addition, a complementary evolution.”
Concerns have been echoed by child development advocates.
Josh Golin, executive director of Fairplay, told the BBC that embedding chips into toys could risk “undermining what was once great about LEGO” by narrowing imaginative play.
LEGO disputes that framing, stressing that Smart Bricks are designed to work without screens and do not require a phone or tablet to function during play.
Instead, the Smart Brick acts as a physical trigger for sound and interaction.
The first wave of sets - launching in March 2026 - includes Star Wars models such as an X-Wing that produces engine sounds based on movement and reacts to nearby ships and minifigures.
Configuration happens through small Smart Tiles and optional parental apps used only for firmware updates.
Begher compared the Smart Brick’s role to the introduction of the LEGO minifigure decades ago - initially limited, but gradually expanding where it made sense.
He said: “It's not to say that it replaces anything. It's an added layer that's here to stay, that we believe in.
“It will be part of our System-in-Play, like the brick is, like the Minifigure is.“
LEGO has said lessons learned from earlier experiments, including Super Mario and Hidden Side, shaped its decision to keep Smart Play fully physical and non-prescriptive.
Crucially, the company has argued every Smart Brick set must still work as a great LEGO build even if the technology is removed.
