Lego is bringing computers to its most iconic product and using Star Wars to make sure people care.
The toy giant unveiled its new “Smart Brick,” a classic two-by-four Lego block embedded with a tiny microcomputer, custom chip, and built-in sensors. The first Smart Play sets will roll out under the Star Wars franchise, complete with reactive lights and sounds triggered by motion and NFC tags.
Why Star Wars is doing the heavy lifting
Lego knows it’s easier to sell glowing, beeping plastic if it comes with lightsabers and TIE fighters. Star Wars has been one of Lego’s most lucrative partnerships since 1999, with more than 1,000 sets released over the past two decades.
For kids, the Smart Brick adds motion-responsive effects that make builds feel alive. For adult fans, it means fewer “pew pew” sound effects done manually. Either way, Star Wars gives Lego a familiar entry point for a very new kind of product.
A big bet on licensed play
Lego is calling the Smart Brick its most significant product evolution since the minifigure debuted in 1978. That’s a bold claim, especially as the company is already riding strong momentum.
The company posted record revenue and profits in the first half of 2025, driven largely by licensed sets tied to Marvel, Harry Potter, Fortnite, and other cultural staples. Those partnerships have helped Lego stay relevant well beyond the toy aisle.
The risk beneath the hype
Smart hardware is expensive, and Lego’s costs have been climbing alongside its ambitions. The company has tried tech-forward experiments before with mixed results, and Smart Brick will need strong demand to justify the added complexity.
That’s where Star Wars comes in. Even if consumers are unsure about computerized building blocks, Lego is betting they’ll still show up for familiar characters, glowing lightsabers, and bricks that finally make the sound effects themselves.