"While the toy market has struggled for the past few years, sales at the Lego Group have remained strong; 2024 was a record year, with revenues of $10.8 billion, and the first half of 2025 showed further growth. But the competition for kids' attention continues to grow. Through Smart Play, the company hopes to keep younger Lego enthusiasts engaged."
""Everything that we do is driven with an appetite for innovation," says Julia Goldin, chief product and marketing officer of the Lego Group. "It took a long time to craft the technology that would enable us to do it in a way that's also lesson-based." The first three products, launching March 1, will be Star Wars-themed: Luke Skywalker's 548-piece X-Wing ($100), Darth Vader's TIE Fighter (743 pieces, $69), and a 962-piece set that includes the Emperor's Throne Room and an A-Wing for $160."
Lego introduced the Lego Smart Play system, an interactive technology that enables Lego creations to respond to player actions with tailored sounds, lights, and behaviors. The system is designed to engage digital-native children while reducing reliance on screens. Initial retail launch on March 1 will feature three Star Wars sets: a 548-piece X-Wing ($100), a 743-piece TIE Fighter ($69), and a 962-piece Emperor's Throne Room with A-Wing ($160). Demos showed contextual responses such as alarms, sirens, quacks, and tire squeals triggered by minifigure actions. Lego reported record 2024 revenues of $10.8 billion and growth in early 2025.
Read at Fast Company
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