Lego is bridging the physical and digital play divide with its upcoming Smart Brick, a sensor-laden component that promises to transform how kids interact with traditional building sets. In an exclusive behind-the-scenes tour, WIRED got first access to the Lego development labs in Billund, Denmark, where engineers have been quietly developing what could be the company's most significant hardware innovation since the programmable Mindstorms line. The move signals Lego's recognition that today's digitally native kids expect their toys to respond and adapt in real-time.
Lego is making its most significant bet yet on connected play. The Danish toy giant has opened its innovation labs to reveal the Smart Brick, a sensor-packed building block that transforms static creations into responsive, interactive experiences. The development marks a strategic pivot for a company that's spent decades perfecting the satisfying click of plastic bricks, now racing to prove those bricks can be just as engaging as touchscreens.
Inside Lego's Billund headquarters, engineers have been stress-testing prototypes that look deceptively similar to standard bricks. The difference is what's inside. Each Smart Brick houses an array of sensors - accelerometers, gyroscopes, and proximity detectors - all packed into the familiar 2x4 footprint that's remained largely unchanged since 1958. The technical challenge wasn't just miniaturization. It was ensuring these digital components could withstand the same punishment kids dish out to regular bricks, from being dropped on hardwood floors to spending months buried in toy boxes.
"We're not trying to make screens out of Lego," a senior product designer told WIRED during the exclusive tour. "We're making Lego that knows when it's being played with." That distinction matters in an industry where parents increasingly worry about screen time. The Smart Brick communicates with a companion app, but the primary interaction happens through physical building and manipulation. Tilt a spaceship and it makes engine sounds. Stack smart bricks in sequence and they trigger light patterns. The sensors detect orientation changes in real-time, creating feedback loops that feel more like piloting than gaming.
