Moving away from the brand’s iconic simple design ethos, LEGO has introduced the Smart Play System.

Full of cool tech that reacts to twists, taps and more, the new SMART Brick responds to SMART Tags and SMART Minifigures to bring play to life.

Tags tell the SMART Bricks how to behave, for instance mimicking the sound of a car or a helicopter; they play unique sounds, moods and reactions for every SMART Minifigure they encounter.

The innovation is the result of extensive research taking almost 10 years that revealed kids wanted three things: a new toy that let them play with friends; the toy needed to be responsive so their actions mattered; and they craved an experience that evolved over time as they played.

The designers wanted LEGO brick-built creations to come alive, reacting precisely to the way they were being interacted with. To have enough intelligence to recognise different characters around them and to truly play back. But they also had to stay visually simple, so the tech had to be hidden so as not to affect the play experience. Welcome the SMART Brick.

SMART Bricks charge through a coil – like the one in your electric toothbrush – and these coils can identify which tag is closest, allowing the SMART Bricks to react to other bricks, tags and minifigures nearby, thanks to a bespoke silicon ASIC chip. Cue planes roaring, buses rumbling and more. ✤

GO: VISIT LEGO.COM FOR MORE INFORMATION.