Lego's Vision of Seamless Technology with Smart Play

A New Era of Play for Young Enthusiasts

One of the most intriguing aspects of Lego's Smart Play, showcased at CES, is its kid-centric design philosophy. Over the last decade, Lego has shifted focus to more intricate and pricier sets targeting adults. However, the introduction of advanced tech into Lego was always intended to enhance social and engaging play for children.

If Smart Play is off your radar, it’s an innovative method by Lego to boost interactivity in their products. Equipped with sensors, Smart Bricks enable sets to interact seamlessly, track movement, emit sounds, and recognize when Smart Minifigures are nearby. Further complexity is added by Smart Tags, which provide context to the Smart Brick’s usage—be it in a toy helicopter, car, or duck.

Building with Flexibility and Innovation

According to Tom Donaldson, the Senior VP and Head of Creative Play Lab at LEGO Group, the journey to Smart Play took about eight years, driven by the need for social play. “We examined what kids loved—returning to dynamic, changeable setups and having the freedom to innovate,” Donaldson remarked.

Another key part of the development involved crafting the Smart Brick as a versatile and robust tool, capable of adapting to various scenarios. Donaldson noted, “Our aim was to construct a resourceful platform, not to pre-determine specific needs but to create something expansive and exploratory.”

Pricing Dilemma in Advanced Play

Despite Lego's recent successes, the cost of Smart Play sets may hinder widespread adoption. The most extensive set, the Star Wars Throne Room Duel & A-Wing, contains nearly 1,000 pieces and is priced at $160, which is higher than similar sets due to the Star Wars branding and integrated technology.

This particular set is packed with two Smart Bricks, five Smart Tags, and three Smart Minifigures—most advanced gear in the initial series of three Star Wars Smart Play sets. The question remains: Will parents invest in these advanced features or opt for traditional sets?

The Star Wars Strategy

Lego hopes the universal allure of Star Wars will help these new Smart Play offerings capture interest. Three years ago, they engaged their team working on Star Wars and Lucasfilm to strategize the global launch of Smart Play. Derek Stothard, Disney’s Director of Global Licensing, expressed, “Starting with the original trilogy seemed ideal since these scenes and characters are deeply ingrained across generations, allowing parents to share them with their children.”

Future Potential and Market Impact

Lego remains non-committal about future products beyond the initial three Star Wars sets. However, their long-term vision hints at broader integration. Donaldson commented, “We’re unveiling a platform with great expansion potential. Like our minifigures across the Lego system, Smart Play might not appear in every product, but will be a consistent feature in many.”

The longevity and success of Smart Play in the market is a challenging question, particularly with its pricing strategy. The true test will arise as Lego explores non-licensed avenues, potentially offering lower-cost Smart Play kits to enhance regular sets. If Lego can extend its reach beyond Star Wars aficionados, the ability to transform any creation into an immersive experience holds significant promise.