How Lego designed its new interactive smart brick
- lastmansurfing
- Jan 12
- 1 min read
At CES, Lego announced the upcoming launch of the Lego Smart Play system, an interactive technology that lets users’ Lego creations respond to player actions with tailored sounds, lights, behavior, and more. The company says it’s a way to further engage digital native kids without having them stare at yet another screen.
While the toy market has struggled for the past few years, sales at the Lego Group have remained strong; 2024 was a record year, with revenues of $10.8 billion, and the first half of 2025 showed further growth. But the competition for kids’ attention continues to grow.
Through Smart Play, the company hopes to keep younger Lego enthusiasts engaged.
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