Lego Smart Play was unveiled earlier this year at CES 2026.

[UPDATED] The Lego Group is set to introduce its latest play innovation, Lego Smart Play, to travel retail from 1 March, at Lego Travel Stores in selected countries.

The launch marks one of the most significant developments in the Lego System-in-Play in decades, bringing interactive, responsive play to physical Lego builds for the first time, without the use of screens. Designed to deepen engagement and extend play value, Lego Smart Play allows creations to react in real time to how they are built and played with.

Unveiled earlier this year at CES 2026, Lego Smart Play is powered by the Lego Smart Brick, a custom-engineered element featuring more than 20 patented technologies. Smaller than a standard Lego stud, the brick integrates sensors, accelerometers, light and sound detection, a miniature speaker with onboard synthesiser, and wireless charging. These elements work alongside Lego Smart Minifigures and Lego Smart Tags, enabling builds to respond with sounds, effects and behaviours linked directly to play actions.

Crucially for travel retail, all Lego Smart Play components are fully compatible with existing Lego bricks, ensuring continuity with the wider Lego ecosystem while offering a clear point of innovation on shelf.

The first Lego Smart Play sets will launch under the Lego Star Wars programme, bringing interactive storytelling to one of Lego’s strongest licensed themes. Three all-in-one sets will be available at launch, each including a Lego Smart Brick, charger, Smart Minifigures and Smart Tags.

The range includes Luke’s Red Five X-Wing, Darth Vader’s TIE Fighter and Throne Room Duel & A-Wing, with interactive features such as engine sounds, laser effects, lightsaber hums and music cues including The Imperial March. The sets allow fans to recreate iconic Star Wars scenes or create new narratives, with physical play driving each response.

Lego Smart Play is powered by the Lego Smart Brick.

“Our teams work hand-in-hand with best-in-class licensees to bring technology and innovation to products that continue our storytelling in new and unexpected ways,” says Paul Gitter, Executive Vice President of Global Brand Commercialization at Disney Consumer Products. “This milestone in our long-time collaboration with the LEGO Group adds a new dimension to this legacy, continuing to help fans express their creativity and imagination by extending the Star Wars story through play.”

“We’ve worked with our incredible friends at Lucasfilm for over 25 years, and our focus has always remained on creating original, unique experiences for the fan community through our sets. With Lego Smart Play, legendary stories and characters of the Star Wars galaxy will come to life like never before,” added Julia Goldin, Chief Product & Marketing Officer of the Lego Group.

The first Lego Smart Play sets will launch under the Lego Star Wars programme.

For travel retail, the introduction of Lego Smart Play supports Lego’s broader strategy to offer differentiated, experience-led products that resonate with families and gift buyers. The platform’s compact format, clear innovation story and strong licensing are expected to perform well in airport environments where impulse, exclusivity and “something new” remain key drivers.

Pre-orders for Lego Smart Play Star Wars sets open on January 9, ahead of the March 1 on-sale date in selected Lego Travel Stores, Lego Stores, Lego.com and select retail partners in launch markets.

The Lego Group has confirmed that Lego Smart Play will continue to expand through future updates, new sets and additional technologies, positioning the platform as a long-term growth driver across both domestic and travel retail channels.

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