What is Lego announcing at CES 2026?

Lego is expected to announce its new Smart Play system, integrating physical bricks with digital interactive features.

When will the Lego Smart Play sets be released?

The first Lego Smart Play sets are anticipated to launch in March 2026.

Why is Lego presenting at CES 2026?

Lego is showcasing its expansion into AR/VR, gaming, and its new interactive Smart Play system at CES 2026.

Home / Technology / Lego Unveils Smart Play Tech at CES 2026

Lego Unveils Smart Play Tech at CES 2026

3 Jan

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Summary

Lego will host its first keynote at CES 2026.
New Smart Play system to merge physical building with digital interaction.
First Smart Play sets are expected to launch in March 2026.

Lego Unveils Smart Play Tech at CES 2026

Lego will host its inaugural keynote at CES 2026, marking a significant step for the iconic toy brand at the major technology exhibition. Scheduled for Monday, January 5, at 10 a.m. PT, the presentation will likely showcase Lego's evolving product lines beyond traditional brick sets, venturing into augmented and virtual reality, and gaming.

The company is anticipated to reveal its rumored Smart Play system. This innovative technology is expected to use sensors and scannable tags to activate interactive features like lights and sounds, bridging physical building with digital engagement. This concept builds upon successful interactive elements seen in sets like Lego Super Mario.

This move into advanced technology aligns with Lego's forward-looking strategies, including its 2032 ecological goals. The first Smart Play sets are projected to launch in March 2026, making CES 2026 the ideal platform to generate excitement and awareness for this new era of play.