Lego is set to release its new Smart Play system on March 1, 2026, introducing a series of interactive Star Wars-themed building sets. The technology, which debuted at CES 2026, utilizes specialized components designed to animate creations without the use of screens.
Innovative Technology Behind the Smart Play System
The core of the Smart Play system is the “Smart Brick,” which houses a patented ASIC chip. According to company specifications, this chip is smaller than a single Lego stud and incorporates a miniature speaker, an LED array, and an accelerometer. These components allow the bricks to respond to physical movement and proximity to “Smart Tags.”
Smart Tags are studless tiles equipped with unique digital IDs. When a Smart Brick or a Smart Minifigure is placed near a tag, the system recognizes the interaction and triggers specific behaviors. For instance, the bricks can emit sound effects—such as zooming spacecraft engines or laser blasts—and activate light patterns that adapt to the user’s playstyle, such as when a model is tilted or moved.
To facilitate communication between these components, Lego has developed “BrickNet,” a Bluetooth-based protocol. This system allows multiple Smart Bricks to work in tandem. Regarding security, Lego has stated that BrickNet is protected by enhanced encryption and privacy controls.
Star Wars Launch Sets and Pricing
The first wave of Smart Play products features two Star Wars-themed sets. Each set is designed to allow for interactive play, such as re-enacting Lightsaber duels between characters like Luke Skywalker and Princess Leia.
| Set Name | Retail Price |
|---|---|
| Luke’s Red Five X-wing | $69.99 |
| Throne Room Duel and A-wing | $159.99 |
Preorders for these sets are scheduled to open this coming Friday. The company notes that the system requires no setup, allowing users to begin play immediately upon assembly.
Design Philosophy and Market Strategy
Julia Goldin, Lego’s chief marketing and product officer, has described the Smart Play system as an effort to use technology to enhance physical play rather than replace it with screens. This initiative aligns with the company’s broader strategy of evolving from a toy manufacturer into a multi-generational creative experience brand.
The development of the Smart Play system reflects a focus on maintaining the “analog charm” of Lego while incorporating digital innovation. According to company communications, the goal is to keep the experience intuitive and screen-free. While the focus remains on the Star Wars line, the company’s website has also made reference to the potential for Smart Tags to be used in other contexts, including an experimental application for animating Lego toilets.
The introduction of Smart Play occurs alongside Lego’s ongoing digital efforts, such as the work of Light Brick Studio, a Copenhagen-based developer that creates digital experiences like Lego Builder’s Journey. By integrating ASIC-powered hardware into physical sets, the brand aims to balance innovation with the core tenets of its creative system, emphasizing that human creativity remains the primary advantage in the age of technology.
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