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ARTICLE · 22 JANUARY 2026

Why LEGO's SMART Play Strategy Just Clicks

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LEGO recently announced their SMART Play system, describing it as their "most revolutionary innovation since the creation of the minifigure".

United KingdomIntellectual Property
Will Roberts-Percy
Will Roberts-Percy
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LEGO recently announced their SMART Play system, describing it as their "most revolutionary innovation since the creation of the minifigure". The SMART Play system is designed to bring LEGO play to life without compromising the physical play experience.

The SMART Play line-up includes the SMART Brick, SMART Tags, and SMART Minifigures. The SMART Brick is the core of the SMART Play line-up. Containing lights, sensors, and a sound synthesizer, the SMART Brick detects different types of play and reacts accordingly. The SMART Tags tell the SMART Brick what it is and how it should play back, while the SMART Minifigures have their own personalities and react to play differently.

Challenging themselves to make LEGO come alive without the interruption of cameras and screens, LEGO say they made hundreds of play prototypes during the development of SMART Play.

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