Imagine your favorite LEGO builds coming to life—not with flashy screens or apps, but with real‑time sounds and reactions that make each click and connection feel alive. That’s exactly what LEGO is ...

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LEGO stunned fans and tech watchers at CES 2026 with a groundbreaking announcement that could reshape how physical play meets interactive technology. The toy maker introduced its LEGO SMART Play™ ...

Lego is looking to bring your creations to life. On Jan. 5, The Lego Group unveiled its new SMART Play bricks, tags, and mini figures at the Consumer Electronics Show, or CES 2026, in Las Vegas, which ...

I’m deep inside Lego’s headquarters in Billund, Denmark, in a private office that’s part of the company’s Creative Play Lab. The secretive division of 237 staff based here and in London, Boston, and ...

The new sensor-packed Smart Play Brick will land this spring as part of a special Star Wars collection. The update adds interactive lights and sound to the Lego experience—including the minifigs.

Lego announced its new Smart Play system at CES 2026 on Monday, adding interactive, responsive Legos to the famously analog franchise. The Smart Play system includes a 2×4 brick, Smart Tag tiles, and ...

Smart Play is a new line of interactive Lego pieces that will debut later this year in some Star Wars sets CES Lego Smart Brick Star Wars Lego announced a big step forward in how kids will play with ...

A new generation of “kidults” and full-time professional traders flocked to Sheffield on Sunday, proving that the plastic ...