Lego's latest foray into smart technology aims to make playtime even more engaging and immersive, with the introduction of Smart Play. This innovative system uses sensors-filled bricks that respond to each other, know when a minifigure is nearby, and play sounds. Tiny tags help the bricks understand context, making it possible for kids to create complex scenarios.
According to Tom Donaldson, senior VP and Head of Creative Play Lab at Lego, the idea was born from research on consumer needs. He emphasizes that social play is key to child engagement, as they love interacting with things that change and allow them agency. The Smart Brick's flexibility and capabilities were crucial in its development.
However, a major challenge lies in pricing, which may make adoption difficult. A high-end Star Wars set costs $160, containing advanced features like two Smart Bricks, five tags, and three minifigures. While Lego is betting on the broad appeal of the Star Wars franchise to drive sales, it's essential to see how Smart Play will perform across various product lines.
Donaldson notes that the technology has tremendous growth potential and will be rolled out in many different places. The idea is to give kids what they love, but also to gauge its market reception. A cheaper add-on kit that brings sets to life at a lower cost could help expand the system's appeal beyond Star Wars fans.
Ultimately, Smart Play's success hinges on Lego's ability to balance innovation with accessibility and affordability. If successful, it could revolutionize playtime for kids worldwide, offering an immersive experience that goes beyond traditional toys.
According to Tom Donaldson, senior VP and Head of Creative Play Lab at Lego, the idea was born from research on consumer needs. He emphasizes that social play is key to child engagement, as they love interacting with things that change and allow them agency. The Smart Brick's flexibility and capabilities were crucial in its development.
However, a major challenge lies in pricing, which may make adoption difficult. A high-end Star Wars set costs $160, containing advanced features like two Smart Bricks, five tags, and three minifigures. While Lego is betting on the broad appeal of the Star Wars franchise to drive sales, it's essential to see how Smart Play will perform across various product lines.
Donaldson notes that the technology has tremendous growth potential and will be rolled out in many different places. The idea is to give kids what they love, but also to gauge its market reception. A cheaper add-on kit that brings sets to life at a lower cost could help expand the system's appeal beyond Star Wars fans.
Ultimately, Smart Play's success hinges on Lego's ability to balance innovation with accessibility and affordability. If successful, it could revolutionize playtime for kids worldwide, offering an immersive experience that goes beyond traditional toys.
I'm all about nostalgic vibes, but Smart Play sounds like something out of a sci-fi movie from the 80s! 
Those sensors-filled bricks and minifigures with context tags... it's like they're summoning an entire world of imagination! 
But, at the same time, I gotta be real – $160 for a Star Wars set? That's, like, a whole lotta clams 
. I mean, what about all the other kids who can't just shell out that kind of cash? It's like, accessibility is key, you know? 
And what about those smaller sets or add-on kits? Could be the way to go if they wanna expand this thing beyond just Star Wars fanatics. Fingers crossed it works out and we get an immersive play experience that's not just for the rich kids' table 
. Like, $160 for a Star Wars set? That's just crazy! 
It's gonna be one of those things where only die-hard fans will be able to afford it, and that's not really inclusive, you know? 
. Social play is key, and kids love interacting with toys that respond to them... but what if some kids can't even afford the basic sets? 
That's like, a major bummer.
can u imagine buying that? anyway, it would be awesome if lego made it more affordable like a cheaper add-on kit or something, that way more kids could enjoy it 
It sounds like Lego's really got their finger on the pulse of what makes childhood magic happen! 
. And I'm with Tom Donaldson on this one - social play is everything when it comes to kids being engaged and active. But, gotta be real... $160 for a Star Wars set? 
That's like, a small car or something! 
Maybe if they offer some more affordable options as add-ons, it'll be more accessible to families on a budget? 
! I mean, who wouldn't want their kids to be able to create complex scenarios? 
. Maybe they'll release some cheaper add-on kits that can bring sets to life without breaking the bank 
. If Smart Play can offer an immersive experience for kids that goes beyond traditional toys, I'm here for it 
#LegoSmartPlay #KidFriendlyTech #GamingForKids
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. Lego's Smart Play has the potential to take kids on an immersive journey, making traditional toys obsolete 
. It's a game-changer for kids who love interactive play and want to create complex scenarios 
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. Imagine all kids having access to this amazing tech 
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. And have you seen the prices of those 'tags' that help the bricks understand context? Whoa 
. The idea of tiny tags helping the bricks understand context is just mind-blowing 
Fingers crossed Lego strikes the right balance between innovation and affordability, 'cause if they do, it could totally change the game 
It makes total sense why social play is key to child engagement - kids love interacting with things that change and give them agency.
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. A cheaper add-on kit would be lit