'I don’t think we can call ourselves a toy anymore because we’re an iconic experience company' — Lego on how Smart Bricks expand the system and how 'this just adds a new dimension'

TechRadar
Jan 10, 2026, 12:30 am204 ptsTrendingTop
After eight years in development, Lego’s Smart Play system brings custom silicon, sensing, and responsiveness to a familiar form: the Smart Brick. To unpack what that means for the future of physical play, TechRadar spoke with Julia Goldin, Lego’s Chief Product & Marketing Officer, and Tom Donaldson, Head…

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