The LEGO Group launched LEGO SMART Play in London, showcasing the innovative SMART Brick designed to enhance children's play by integrating technology, such as sound and light. LEGO Senior Vice President Core Business Lena Dixen, LEGO Senior Vice President New Business Federico Begher and The Walt Disney Company Senior Vice President EMEA Claire Terry explained the concept behind the SMART Brick and how it forms the basis of a new LEGO system. The initial products are Star Wars themed and aim to provide engaging play experiences with sturdy models.
Tag: 5 News
Blocks Editor appears on 5 News to discuss LEGO SMART Play
LEGO SMART Play introduces innovative SMART Bricks, enhancing user engagement with sound and interactive features while preserving traditional building elements. LEGO magazine Editor Graham E. Hancock discusses their potential impact on playtime in an interview on Channel 5 News, emphasising the continuation of classic LEGO sets alongside these advancements.