LEGO at CES: How Smart Play Signals the Future of Creativity in an AI-Driven World

Live at CES, I sat down with Tom Donaldson, Senior Vice President and Head of Creative Play Lab at LEGO Group, to unpack LEGO Smart Play—a new system that adds responsiveness, sound, light, and physical feedback to the LEGO brick universe without abandoning what made LEGO iconic in the first place.