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 the digital age, without abandoning its core business.

At CES, Lego announced the upcoming launch of the Lego Smart Play system, an interactive technology that lets users’ Lego creations respond to player actions with tailored sounds, lights, behavior, and more. The company says it’s a way to further engage digital native kids without having them stare at yet another screen.

While the toy market has struggled for the past few years, sales at the Lego Group have remained strong; 2024 was a record year, with revenues of $10.8 billion, and the first half of 2025 showed further growth. But the competition for kids’ attention continues to grow. Through Smart Play, the company hopes to keep younger Lego enthusiasts engaged.

“Everything that we do is driven with an appetite for innovation,” says Julia Goldin, chief product and marketing officer of the Lego Group. “It took a long time to craft the technology that would enable us to do it in a way that’s also lesson-based.”

The first three products, launching March 1, will be Star Wars-themed: Luke Skywalker’s 548-piece X-Wing ($100), Darth Vader’s TIE Fighter (743 pieces, $69), and a 962-piece set that........

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