‘People love the unexpected’ — Disney on 25 years of Lego Star Wars, Smart Play, and why it's just getting started

When Disney looks to expand its Star Wars offering beyond film and television, it does so carefully, with new ideas designed to both serve the overarching story while, importantly, feeling like natural additions to a franchise that spans generations of fans, as well as light years.

Over the years, that approach has resulted in screen-accurate lightsabers, annual collaborations with Columbia Sportswear, and an ever-expanding lineup of toys and collectibles. Disney’s latest collaboration with Lego, however, takes a different approach.

Lego’s new Smart Play system introduces sound and responsiveness directly into physical sets – without relying on apps, screens, or cloud connectivity – and it launches with three Lego Star Wars builds arriving on March 1.