'I don’t think we can call ourselves a toy anymore because we’re an iconic experience company' — Lego on how Smart Bricks expand the system and how 'this just adds a new dimension'

Heading into CES 2026, Lego teased that it would be hosting a keynote – but now that the dust has settled, it’s clear the company used the stage to unveil its biggest change to the Lego brick since its modern design debuted in 1958.

The new Smart Play system, and most notably the Smart Brick, is designed to work seamlessly within Lego’s existing play system. That’s intentional. Rather than introducing a new screen or a closed ecosystem, Smart Play keeps the focus on hands-on building and tangible play – the core of what Lego has always been.

It’s also a change that’s been a long time coming.