Lego just pulled back the curtain on what it’s calling the most significant product evolution in 50 years.
Driving the news: The world’s biggest toymaker unveiled its new Smart Brick this week at the Consumer Electronics Show in Las Vegas, a computerized model of its 2x4 brick that lights up, makes sound effects, and plays music. The first Smart Brick sets, which will be Star Wars-themed, will roll out on March 1.
The sensors in the bricks react to each other to trigger sound and light. For example, lightsabers can flash and make sound effects as they touch.
In Lego cars, the bricks could track which one finishes first in a race, make engine noises, and trigger crash sound effects when a vehicle is turned upside down.
Why it matters: Lego has printed money, in part, by bringing its patented bricks into video games, movies, and other digital worlds. The Smart Bricks, however, are the toy giant’s first real crack at bringing digital technology into its physical products.
And it’s not just a one-off product. A top Lego exec compared Smart Bricks to launching a gaming console. Even if the first game doesn’t take off (i.e., the Star Wars sets), it’s confident the computerized brick system will eventually catch on.
Yes, but: Some play experts (a real job we just learned about) say that the Smart Bricks may ruin some of the magic of Lego, which is that it’s refreshingly technology-free. Not to disagree with the professionals, but a brick that lights up feels like a fine alternative to doomscrolling on TikTok.—LA