SMART. AS A BRICK.

With the toy category in decline and kids moving to digital, the LEGO® Group wanted to make a big statement in the tech sphere and still double down on its core belief in real play.

LEGO® SMART Play™ is the biggest innovation in 50 years of LEGO® history. A fully responsive system with SMART Bricks, Tags and Minifigs that takes real play to a new dimension. No A.I., no screens, not even an ON/OFF button. Tech so advanced it plays back with you.

At the heart of the tech world, during CES2026 in Las Vegas, we launched with a huge (or tiny) bang. A tech launch to parody tech launches.

Hosted by LEGO® Minifigure versions of our CMO and CTO, with bigger-than-life historical pieces, ambitious claims (yes…it burps on cue), real kids doing tech on stage and a whole Star Wars ensemble led by Chewie, R2-D2 and Lucasfilm’s president, Dave Filoni.

By the end of the CES week, LEGO® was mentioned among the most innovative tech brands in the world, LEGO® SMART Play™ was awarded Best of Show by The Verge and 8 CES innovation awards. We reached a global 12+ billion PR impressions and 350% higher pre-order traffic than our previous most successful launch.

Agency: Our LEGO® Agency
Role: Creative Director / Writer
Director: