Smart Bricks: How the LEGO Group is Revolutionizing the Iconic Toy with Screen-Free Interactive Play
Published January 20, 2026
Welcome to another exciting episode of The Speed of Culture podcast! In this special CES 2026 edition, host Matt Britton sits down with Tom Donaldson, Senior Vice President and Head of Creative Play Lab at the LEGO Group, to discuss the future of play and the groundbreaking introduction of LEGO SmartPlay and SMART Brick technology.
Introducing LEGO SmartPlay: A New Dimension in Creative Play
The LEGO Group has always been synonymous with creativity, imagination, and hands-on fun. For decades, LEGO bricks have inspired kids and adults alike to build, invent, and play. But at CES 2026, LEGO took innovation to the next level with the announcement of LEGO SmartPlay—a revolutionary screen-free platform powered by SMART Brick technology.
How LEGO Smart Bricks Work
- Sensors: Detect motion, orientation, and proximity to other elements.
- Audio: Generates sounds on the fly, from revving engines to animal noises, based on how the model is played with.
- Lights: Illuminate and respond dynamically to play patterns.
- Tags & Minifigures: Recognize and interact with special LEGO elements to trigger unique reactions.
The Vision Behind LEGO SmartPlay
Why introduce this technology now? As Tom Donaldson shares, the goal isn’t to replace the classic LEGO experience but to enhance it. “We’re layering on new ways to play, making models come alive and giving kids even more agency and surprise in their play.”
The R&D Journey: Innovation Built Brick by Brick
Developing LEGO SmartPlay wasn’t an overnight project. It’s the result of years of long-cycle R&D, prototyping, and extensive user testing. LEGO’s approach is to build conviction “brick by brick,” starting with small demos and prototypes that capture the magic of the idea.
Creativity, AI, and the Future of Play
A major theme in the conversation is the evolving role of creativity in the age of AI. Donaldson emphasizes that while AI can accelerate creative processes, the human spark—the ability to ask new questions and imagine new possibilities—remains irreplaceable.
LEGO for All Ages: Adults, Kids, and the Rise of Grown-Up Builders
LEGO isn’t just for kids. As Matt Britton points out, one of LEGO’s fastest-growing consumer segments is adults. Whether it’s for relaxation, creativity, or nostalgia, grown-ups are embracing the brick like never before.
Lessons in Leadership, Creativity, and Teamwork
Donaldson’s own career journey—from tech startups to leading creative innovation at LEGO—offers valuable lessons for future leaders.
LEGO Star Wars and the Power of Partnerships
The episode also touches on LEGO’s successful partnership with Star Wars, which celebrates 25 years in 2026. This collaboration is a testament to the power of shared vision, mutual respect, and a commitment to storytelling and innovation.
The Broader Innovation Landscape at CES 2026
Beyond LEGO, CES 2026 is abuzz with new developments in quantum computing, physical robotics, and AI. Donaldson is particularly excited about the potential for robotics to enhance both industrial and home environments, as well as to inspire the next wave of creative play.
The Road Ahead: LEGO, AI, and the Next Generation of Play
Will we one day see LEGO creatures that talk and interact with kids, powered by AI? Donaldson believes that the future will bring even richer, more interactive play experiences—so long as they stay true to the values of imagination, creativity, and human connection.
Words to Live By: “Magic Works in Lo-Fi”
Donaldson’s closing mantra encapsulates the spirit of innovation: “Magic works in lo-fi.” Sometimes, the most powerful ideas start as simple prototypes—post-it notes, cardboard, or a few bullet points. The magic is there from the beginning for those who can see it.
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