The LEGO Group made a strong impression at Toy Fair® 2026 in New York, highlighting its push into interactive play with the debut of LEGO® SMART Play™ technology in the U.S. market. The spotlight fell heavily on the LEGO Star Wars™ theme, where the full lineup of SMART Play-enabled sets was displayed for American attendees for the first time. This follows the platform’s initial reveal at CES 2026 and expansions announced at the Nuremberg Toy Fair in late January.
The LEGO Group unveiled its groundbreaking LEGO® SMART Play™ platform at Toy Fair® 2026, bringing responsive, screen-free interactivity to brick-built creations. Centered on the LEGO STAR WARS™ theme, the showcase featured the complete collection of SMART Play sets, including All-In-One builds with integrated SMART Bricks and compatible expansions featuring iconic locations and vehicles. Additional reveals … Read more