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 introduces revolutionary screen-free SMART Play technology at CES 2026, bringing interactive sounds and lights to physical builds.

Lego Group, the world’s largest toymaker, has launched a direct attack on screen time, unveiling a new interactive platform that aims to peel children from their phones and draw them back into physical play.

A colossal Lego figure, named Dada, greeted visitors to the newly opened Legoland resort in Shanghai. Dada, who stands at over 26 metres (85 feet) tall, is a fittingly huge welcome to the resort - which is the biggest Legoland in the world. Opening its ...

Dec. 8 (UPI) --A charity event in Switzerland attempted a Guinness World Record by assembling a mural from 300,000 Lego bricks. The mural, which measures nearly 79 feet long and more than 6 feet tall, was assembled as part of the Swiss Telethon, which ...

MISSISSAUGA, ONTARIO, CANADA, November 3, 2025 /EINPresswire.com/ -- The 4th annual Bricks in the Six, Toronto's highly anticipated annual LEGO ® fan event, returns ...

The new sensor-packed Smart Play Brick will land this spring as part of a special Star Wars collection. The update adds interactive lights and sound to the Lego experience—including the minifigs.