From Bricks to Bytes: Designing the Future of Play

For decades, LEGO has inspired imagination and creativity. Now it’s launching Smart Play, a system that brings bricks to life with lights, sounds, and interactive features.The idea began in 2016 when LEGO asked kids what they wanted most. Two themes stood out: building with friends and toys that respond and evolve during play.

After nearly a decade of development, Smart Play debuted with three key parts: the Smart Brick (the interactive “brain”), the Smart Tag (which activates responses), and the Smart Minifigure (which adds personality).
The first sets, launched March 1, 2026, are set in the Star Wars universe, featuring characters like Luke Skywalker, Darth Vader, and R2-D2.

Your Task: Create the Next Smart Play Universe
LEGO plans to expand Smart Play into new themes. You’ve been hired to design one.
Step 1: Choose a Theme
Pick a new universe (sports, eco-city, music tour, fashion studio, wildlife rescue or create your own).

Step 2: Add the Smart Features
How do the Smart Brick, Smart Tag, and Smart Minifigure respond?
What lights, sounds, or story changes happen?
How does teamwork unlock features?

Step 3: Make It Social
How does your set encourage building with friends?

Step 4: Pitch It
Write a short 5-7 sentence pitch your idea.