Lego's push for smart bricks in the galaxy far, far away is continuing, and things are only getting weirder. Reading time 3 minutes Earlier this month at CES, Lego unveiled its new “Smart Play” system ...

I’m deep inside Lego’s headquarters in Billund, Denmark, in a private office that’s part of the company’s Creative Play Lab. The secretive division of 237 staff based here and in London, Boston, and ...

While the Lego Group has dipped its toes into tech waters before, the company hasn’t strayed far from its analog roots. But on Monday, the 94-year-old company unveiled a new product line that embraces ...

LEGO stunned fans and tech watchers at CES 2026 with a groundbreaking announcement that could reshape how physical play meets interactive technology. The toy maker introduced its LEGO SMART Play™ ...

Lego has unveiled SMART bricks, tags and mini figures which will bring "creations to life." They're just like regular Lego bricks except for a chip inside which respond to how they're played with, ...

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Andrea is an editor at GameRant, where she has been writing professionally about video games for nearly five years. She became a gamer for life at 8, thanks to a copy of Pokemon Red and her Game Boy.

All products featured here are independently selected by our editors and writers. If you buy something through links on our site, Mashable may earn an affiliate commission. Credit: Lego / YouTube By ...

Lego has spent decades selling itself as the ultimate analog toy, a handful of plastic bricks that can become anything a child imagines. That is why the company’s new Smart Bricks, tiny blocks packed ...