LEGO Group Unveils 'LEGO SMART Play' at CES 2026

Interactive Play Without Screens

LEGO Group announced on January 7 that it has unveiled its next-generation play platform for digital natives, 'LEGO SMART Play,' at CES 2026, the world's largest information technology and consumer electronics exhibition.

On January 5 (local time), during a media event at CES 2026 in Las Vegas, USA, LEGO Group demonstrated the 'LEGO SMART Brick,' which combines advanced technology with LEGO bricks, and the 'LEGO SMART Play' system, which enables interactive play without a screen based on this technology.

Julia Goldin, Chief Product and Marketing Officer of the LEGO Group, is introducing 'LEGO Smart Play' at CES 2026 held in Las Vegas, USA, on the 5th (local time). LEGO Group

Julia Goldin, Chief Product and Marketing Officer, and Tom Donaldson, Senior Vice President and Head of Creative Play Lab, took the stage as presenters at the event to introduce the platform's development background and features. 'LEGO SMART Play' is an interactive platform that incorporates more than 20 patented technologies, made possible by the 'LEGO SMART Brick,' which contains an ultra-small chip smaller than a single brick stud. It provides a dynamic play experience by responding in real-time to user movements, all without the need for a separate screen.

The 'LEGO SMART Brick,' the core element of 'LEGO SMART Play,' looks identical to traditional bricks but is an innovative product equipped with sensors, an accelerometer, a light sensor, a sound sensor, and a small speaker powered by a built-in synthesizer. The use of wireless charging enhances user convenience. LEGO Group also unveiled the 'LEGO SMART Tag' and 'LEGO SMART Minifigure,' which work in conjunction with the SMART Brick to produce sophisticated sound effects and LED light feedback tailored to the situation.

Tom Donaldson, Senior Vice President, stated, "'LEGO SMART Play' combines creativity, technology, and storytelling to deliver an immersive play experience without a screen," adding, "It will set a new standard for interactive play."