**Lego Unveils Revolutionary Smart Brick Technology at CES 2023**
Lego, the renowned Danish toymaker, has announced a groundbreaking innovation in its 93-year history: the introduction of a smart computer embedded within a standard Lego brick. This significant development, revealed at the Consumer Electronics Show (CES) in Las Vegas, marks the culmination of an eight-year effort involving hundreds of team members aimed at enhancing the interactivity of physical toys without the need for screens or complex setups.
Julia Goldin, Lego’s Chief Product and Marketing Officer, emphasized the transformative nature of this new platform, which includes a smart brick, interactive tags, and minifigures. “We introduced a step change to the Lego system of play,” Goldin stated, highlighting how this innovation seamlessly integrates with existing Lego products while adding a new dimension to playtime.
At the heart of this technology is a custom-designed chip, measuring just 4.1 millimeters—smaller than a typical Lego stud. This chip is equipped with accelerometers, light sensors, a microphone, an LED array, and a miniature speaker. When used in conjunction with NFC-enabled tiles and minifigures, the smart brick responds to children’s interactions with contextual sounds and light effects, such as the hum of lightsabers or the roar of engines.
Tom Donaldson, head of Lego’s Creative Play Lab, noted that the project required a collaborative effort that extended beyond traditional toy manufacturing. “It goes beyond just the technical department. It’s our supply chain, it’s our operations, it’s how we market things, it’s how we think about play and design,” he explained, underscoring the extensive involvement of many individuals in this initiative.
The first products featuring this technology will be three Star Wars-themed sets, priced between $99.99 and $249.99 in Australia, set to launch on March 1, with pre-orders beginning on January 9. This announcement is particularly significant given Lego’s history of overcoming challenges, including a near-collapse in 2004 due to diversifying too aggressively into theme parks and video games, which led to a decline in interest in traditional toys.
Founded in 1932 by Ole Kirk Christiansen in Billund, Denmark, Lego began as a carpentry workshop producing wooden toys during the Great Depression. The name “Lego” is derived from the Danish phrase “leg godt,” meaning “play well.” The modern Lego brick, known for its unique interlocking design, was patented in 1958, and the introduction of the iconic minifigure in 1978 transformed Lego into a storytelling platform.
As Lego continues to innovate and adapt, the introduction of the smart brick technology represents a significant leap forward, promising to enhance the play experience for children around the world.
**FAQ**
**What is the Lego Smart Play technology?**
Lego Smart Play technology features a smart brick embedded with a custom chip that allows for interactive play through sounds and light effects, enhancing the traditional Lego experience without the need for screens or apps.
