Why has the LEGO Group made the SMART Brick?

The LEGO Group’s new SMART Play platform is a curious project, and we’ve had a chance to talk with some of the team behind the platform.

The reveal of LEGO SMART Play earlier this week has taken the LEGO community by storm, with many intrigued by the platform and its capabilities, while many others need to know more or doubt this project’s potential. To find out more, Brick Fanatics was invited to an event showcasing the technology, giving us a chance to speak with some of the team behind it all.

Our latest video revisits this event, sharing the interviews with the likes of Federico Begher, the LEGO Group’s SVP of Product (New Business) and more. Watch the discussions now to find out more about SMART Play and why the LEGO Group made the technology in the first place

We had another chance to speak with this team, too, asking about the cost of the technology in relation to the LEGO sets it will be included in. You can find out more about that topic by clicking here. Don’t miss our first video from the event, or Chris’s hands-on SMART Play feature, either.

Whether you love it, dislike it or need to see more, LEGO SMART Play will launch on March 1, 2026, in three new ‘All-in-One’ Star Wars sets. They’re up for pre-order now and include everything you need to get started with the platform.

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