At the Consumer Electronics Show (CES) 2026, the Lego Group unveiled its groundbreaking Smart Play system, introducing a new era of interactive, responsive play to its iconic brick-building experience. The new system cleverly merges the physical and digital worlds without relying on screens, offering a tangible and imaginative alternative for children and parents alike.
How The Smart Play System Works
The core of the system consists of three components: a 2×4 Smart Brick, Smart Tag tiles, and Smart Minifigures. The magic lies in the interaction between these elements. The Smart Bricks and Minifigures can sense nearby Smart Tags—unique 2×2 studless tiles with digital IDs—which then trigger specific actions, sounds, and lights.
For instance, a Smart Tag from a helicopter set will prompt a Smart Brick to emit propeller sounds and flash corresponding lights. An integrated accelerometer enhances this experience by detecting movement, so the sounds and lights change realistically as a child makes the helicopter “fly” through the air or turn upside down.
The Technology Powering The Bricks
Driving this innovation is a patented ASIC chip, remarkably smaller than a single Lego stud. This chip utilizes near-field magnetic positioning to recognize surrounding Tags and houses a miniature speaker, an accelerometer, and an LED array.
Lego also developed BrickNet, a proprietary Bluetooth-based protocol that allows multiple Smart Bricks to communicate and synchronize their actions. The company has emphasized that the protocol is fortified with enhanced encryption and privacy controls. Crucially for parents, the entire system requires no complex setup or screen-based app, making it instantly accessible for play right out of the box.
Implications for the MENA EdTech and Toy Market
Lego’s move into screen-free smart toys resonates strongly with key trends in the MENA region. There is a rapidly growing market for EdTech and STEM-focused toys, driven by a young demographic and a governmental push towards knowledge-based economies. Parents and educators across the region are increasingly seeking educational tools that limit screen time while still preparing children for a digital future.
This “phygital” (physical-plus-digital) approach could see significant traction in MENA’s premium consumer markets. The emphasis on imaginative, hands-on play aligns well with cultural values, presenting a major opportunity for regional distributors and retailers. Furthermore, this innovation could inspire MENA-based startups in the EdTech and toy sectors to explore similar interactive, screenless products tailored to local content and languages.
Initial Launch and Pricing
The first products featuring the Smart Play system will be two Star Wars-themed sets, scheduled to launch on March 1, with preorders opening this Friday.
The “Luke’s Red Five X-wing” building set will retail for $69.99, while the larger “Throne Room Duel and A-wing” set is priced at $159.99. These sets will use the technology to animate iconic characters and enable interactive features like Lightsaber duels, bringing classic Star Wars scenes to life in a completely new way.
About Lego
The Lego Group is a privately held company based in Billund, Denmark. Founded in 1932, its mission is to inspire and develop the builders of tomorrow through the power of play. The company is world-famous for its interlocking toy bricks, which have become a global staple of creative and educational play for children and adults.
Source: TechCrunch
