SMART. AS A BRICK.

EGO®️ 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.

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. So we launched at the heart of CES2026 in Las Vegas, with a big tech launch to parody big 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 Lead, CD & Co-writer
Director: Future Deluxe, Charlie Thorne