Lego’s audience has notably shifted in the last two decades, from primarily young kids with creative imaginations to older adult collectors who are more likely to leave their Lego creations on shelves ...

LEGO, maker of the iconic analog building toy with a U.S. headquarters in Boston, is incorporating new digital technology into block play. LEGO announced its SMART Play platform Monday during the ...

While the Lego Group has dipped its toes into tech waters before, the company hasn’t strayed far from its analog roots. But on Monday, the 94-year-old company unveiled a new product line that embraces ...

Lego has spent decades selling itself as the ultimate analog toy, a handful of plastic bricks that can become anything a child imagines. That is why the company’s new Smart Bricks, tiny blocks packed ...

At CES 2026, Lego has announced the upcoming launch of the Lego Smart Play system, an interactive technology the company is calling the biggest evolution to Lego bricks since the introduction of the ...

Lego bricks come in a bunch of shapes and sizes, but they’re getting a big technical upgrade in 2026 thanks to news announced at CES this year. Meet the Lego Smart Brick, a standard-sized 2 x 4 brick ...

LEGO just dropped eight Star Wars SMART Play sets available for pre-order now through LEGO’s official store, Amazon, Best Buy, and Target. These interactive bricks respond to movement with sound ...

Andrea is an editor at GameRant, where she has been writing professionally about video games for nearly five years. She became a gamer for life at 8, thanks to a copy of Pokemon Red and her Game Boy.

Lego is looking to bring your creations to life. On Jan. 5, The Lego Group unveiled its new SMART Play bricks, tags, and mini figures at the Consumer Electronics Show, or CES 2026, in Las Vegas, which ...

Lego has unveiled SMART bricks, tags and mini figures which will bring "creations to life." They're just like regular Lego bricks except for a chip inside which respond to how they're played with, ...

A presentation during the LEGO SMART Play launch event at Mandalay Bay Convention Center on Jan. 05, 2026 in Las Vegas, Nevada. David Becker/Getty Images for The LEGO Group LEGO just made its most ...