Lego’s Move Into Smart Toys Faces Scrutiny From Play Professionals

In the wake of its unveiling of the company’s smart brick technology, LEGO is seeking to reassure critics who argue that the initiative could undermine the company’s commitment to hands-on, imaginative play as well as its longstanding history of innovation. 

A key announcement by LEGO has signaled a significant shift in its product strategy. Among industry observers as well as play experts, this announcement has sparked an early debate about whether the addition of digital intelligence into LEGO bricks could lead to a shift away from its traditional brick foundation. 

A few weeks ago, Federico Begher, LEGO’s Senior Vice President of Product and New Business, addressed these concerns in an interview with IGN, in which he explained that the introduction of smart elements is a significant milestone that has been carefully considered by LEGO for many years, one that aims to enhance, rather than replace, LEGO’s tactile creativity, which has characterized the brand for generations. 

With the launch of the new Smart Bricks, LEGO has introduced one of the most significant product developments in its history, and this position places the company in a unique position to reinvent the way its iconic building system interacts with a new generation of players. 

In the technology, which was introduced at CES 2026, s

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