Lego's Smart Brick Tech Causes a Stir Among Adult Enthusiasts

The subtle sound of small speakers hums as a pair of Lego 'Star Wars' lightsabers meet in a simulated battle. Meanwhile, beams of light are seen shining from a Lego-constructed airplane, while vehicles zoom across the floor accompanied by a booming engine sound.

Introduction to Smart Play

This scene belongs to Lego's controversial new feature called Smart Play, revealed at the CES in Las Vegas. The innovation presents a radical shift from the traditional Lego experience, now integrating technology into its sets.

Lego has described its new, microchip-infused blocks as one of the most important advancements since introducing minifigures in the late '70s.

The New Smart Brick

At the heart of this development is the Smart Brick. It resembles the classic two-by-four Lego component, a staple of Lego designs since the early 1930s. Now, it boasts cutting-edge features such as sensors, lights, and a tiny speaker, thus transitioning into the tech-embedded space.

Reaction among adult Lego lovers, known as AFOLs, has been mixed. On digital platforms, several longtime builders and parents have expressed concerns over what they perceive as an increase in the technological integration of toys that were originally meant to harness creativity and imagination.

Interviews with passionate Lego fans and experts reveal a split. While some show excitement about the tech, others fear it may further inflate Lego's already high costs.

Opinions Divided

Jake Doll, a Lego hobbyist active in TikTok's AFOL community, shared with Business Insider his fondness for imaginative building without tech-centric bricks. Nonetheless, he foresees that the integration of technology could lead to increased product pricing.

These advanced bricks can detect environmental factors like lighting and user activity. When paired, they can communicate wirelessly, offering synchronized interactions within Lego sets.

Lego clarifies that the setup doesn't depend on artificial intelligence or steady internet access. The bricks can be charged wirelessly, eliminate the need for disposable batteries, and deliver pre-installed audio via their built-in speakers.

A Look at Upcoming Products

Three new sets inspired by 'Star Wars' are set for release: the $70 Darth Vader set, the $100 Luke's X-Wing, and the $160 Vader's Throne Room Duel & A-Wing, becoming available from March 1.

Tom Donaldson, leader of Lego's Creative Play Lab, stressed that the brand remains true to its roots, aiming to enhance and adapt to the way children engage with toys today.

Consumer Concerns and Historical Context

Bob Friedland, an ex-executive of Toys R Us and a toy connoisseur, expressed reservations about acquiring the Smart Play sets. With a collection of 115 Lego sets, his interests lean towards classical designs like the $28 DeLorean from 'Back to the Future.'

Friedland warned that the combination of technological innovations and existing economic pressures could alienate customers already grappling with the high costs associated with Lego products.

Lego has previously ventured into tech-infused toys. The 1998 Mindstorms series and the 2020 Super Mario line illustrate past integrations of technology into Lego sets.

Concerns Beyond Lego

Friedland observed that the broader anxiety regarding technology in toys stems from initiatives like AI integration in other playthings. For example, Mattel's AI-driven Barbie dolls and related concerns are raising red flags in safety standards.

Parents like Reid Exley, who has more than 50 sets, doubt the sustainability of interest in these innovations, suggesting the novelty might fade, leaving traditional play largely unaltered.

New Horizons for Play

Some view the advent of Smart Play not as a distraction, but as an opportunity to add depth and complexity through creative problem-solving elements, akin to discovering hidden features.

Friedland believes this evolution might be the necessary shift in childhood play, advocating it as a preferable option compared to other tech-centric toys.