‘I don’t think we can call ourselves a toy anymore because we’re an iconic experience company’ — Lego on how Smart Bricks expand the system and how ‘this just adds a new dimension’

After eight years in development, Lego’s Smart Play system brings custom silicon, sensing, and responsiveness to a familiar form: the Smart Brick. To unpack what that means for the future of physical play, TechRadar spoke with Julia Goldin, Lego’s Chief Product & Marketing Officer, and Tom Donaldson, Head of the Creative Play Lab, at CES 2026.