"Julia Goldin, The Lego Group's top executive in charge of product and marketing, will not commit to anything that hasn't already been announced. She will not promise that Lego's new Smart Brick - touted as the company's biggest invention since 1978 - is the future of Lego. She won't say if any future sets will feature the tiny sensor-packed computer bricks, much less whether they're core to attention-grabbing brand expansions like Lego Pokemon."
""We're not betting the farm that this is the future of everything," she tells me. "We are not tied to it," she adds later. But in a 30-minute interview, she hints again and again that Smart Play - in which bricks have light, sound, and the ability to detect movement - isn't an experiment but rather a "tremendous opportunity for the future," and that it isn't just for kids."
The Lego Group introduced Smart Play featuring a sensor-packed Smart Brick that includes light, sound, and motion-detection capabilities. The company describes the Smart Brick as its biggest invention since 1978 while stopping short of committing to making it central to all future sets. The Smart Brick is presented as a major opportunity that could reach beyond children's products and eventually be incorporated into adult-oriented sets. The Lego Group has recently expanded successfully into adult sets, including $50 flower bouquets and an $850 Millennium Falcon, indicating a strategy that could integrate smart, connected elements across price tiers.
Read at The Verge
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