LAS VEGAS, NEVADA – JANUARY 05: Julia Goldin, Chief Product & Marketing Officer, the LEGO Group on stage during the LEGO SMART Play launch event at Mandalay Bay Convention Center on January 05, 2026 in Las Vegas, Nevada. (Photo by David Becker/Getty Images for The LEGO Group)

A day on from the official reveal of LEGO Smart Brick, the company has responded to concerns that its big announcement poses a risk to its core basis in physical play.

The toy company said that the SMART Play system encourages social play among kids, with interactive elements that respond to player movements and builds. Julia Goldin, LEGO's chief product and marketing officer, emphasized that this innovation marks a significant evolution in LEGO's history.

LEGO unveiled Smart Play at CES 2026, embedding interactive tech into bricks. The first Star Wars sets launch March 1, with preorders Jan. 9.