A presentation during the LEGO SMART Play launch event at Mandalay Bay Convention Center on Jan. 05, 2026 in Las Vegas, Nevada. David Becker/Getty Images for The LEGO Group

LEGO just made its most ambitious showing ever at CES, the world’s largest consumer electronics trade show—an unusual venue for a toy giant, and a telling one. At this year’s CES in Las Vegas, LEGO unveiled a screen-less device called the “SMART Brick,” a bid to bring a myriad of senses to its silent, incredibly precise plastic bricks.

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