Why the LEGO Smart Brick Is Causing a Backlash — Explained

• LEGO introduced the Smart Brick as part of a new Smart Play system that adds sound, light and motion to physical bricks.
• Play experts and commentators say the tech risks undermining open-ended, imagination-driven play.
• LEGO says Smart Bricks are a complementary, screen-free evolution and it will not abandon traditional bricks.
• Reactions are mixed: some call it exciting CES innovation while others urge caution about digital creep into toys.

What LEGO announced

At CES, LEGO revealed the Smart Play system, built around a new LEGO SMART Brick that integrates "world-first" technologies to make builds respond to how they are played with.

The company says Smart Bricks add sound and light and can react to movement, allowing new behaviors from LEGO builds without requiring screens.

What the Smart Brick does

According to LEGO’s announcement, the Smart Brick enables bricks to produce sounds, illuminate and detect motion, extending storytelling and interactivity within physical sets.

LEGO frames the system as encouraging "open-ended physical play, all without screens," positioning it as a tool to expand play possibilities rather than replace them.

Why critics object

Critics—including play experts cited by the BBC—have expressed rapid concern that adding embedded electronics could "undermine what was once great about Legos."

One common argument: traditional LEGO play relies on children’s imaginations to make creations move and make noise; adding built-in reactions may steer play toward manufacturer-led interactions and scripted behaviors.

LEGO’s response

LEGO executive Federico Begher told IGN the Smart Brick is "a big part of the future," but stressed the company will not abandon its core, analogue experience.

Begher called the Smart Brick "an addition, a complementary evolution," saying LEGO will continue to "nurture and innovate and keep doing our core experience."

Mixed reactions from the design and toy world

Not everyone is skeptical. Creative Bloq’s Beth Nicholls described the Smart Brick as "one of the most exciting announcements to come from CES this year," highlighting creative possibilities.

The debate highlights a broader industry tension: how to add interactivity without constraining the open-ended, imaginative play that defines many traditional toys.

What to expect next

Look for hands-on demos and reviews as Smart Bricks reach stores and reviewers. The real test will be whether the technology expands play options without narrowing the imaginative space kids have used LEGO for generations.