Lego is trying to make tech invisible with Smart Play

Probably my favorite thing about the Lego Smart Play system unveiled this week at CES is that it was designed for kids, first and foremost. In the past 10 years or so, Lego has increasingly courted an older audience with more expensive and elaborate sets. But when it was time to bring more advanced technology to Lego, the idea right from the beginning was more social and interactive play.

If you haven’t heard about Smart Play yet, its a way for Lego to make its sets more interactive. A Smart Brick filled with sensors makes it so sets can respond to each other, know when they’re moving, play sounds and know when the corresponding Smart Minifigures are near them. Tiny Smart Tags, meanwhile, help the Smart Brick know the context of how it’s being used — whether it’s in a helicopter, car or duck for example.

Tom Donaldson, senior VP and Head of Creative Play Lab at the LEGO Group, told Engadget that the company worked on Smart Play for about eight years before introducing it this week, and that social play was the starting point. “We started really looking at consumer needs, and this idea that kids really like social play,” said Donaldson “Kids really like the sort of things that change when they come back to them, and the kids really like agency. They want to be able to change things.”

But a big part of the creation process was making the Smart Brick as flexible and powerful as possible and then seeing what scenarios could take advantage of it. “We wanted to build a really powerful platform,”  he said. “What we shouldn’t do is say, ‘this is what we think we’re gonna need.’ We needed to say, ‘let’s create something that has a lot of capabilities that we can then figure out how to use.’”

One of the conflicts with the tech-packed Smart Play system, though, might be the cost. Obviously, Lego has been successful at most ventures it has undertaken in recent years, but the pricing of Smart Play sets could make adoption a bit challenging. The biggest Smart Play set, Star Wars Throne Room Duel & A-Wing, for example, has almost 1,000 pieces and costs $160. That’s quite a bit more than comparably sized sets. The dual factors of the Star Wars license and Smart Play tech certainly impacted the cost.

The set includes two Smart Bricks, five Smart Tags and three Smart Minifigures, the most “smart” gear included in any of the initial three Star Wars Smart Play sets. Will parents shell out for the more advanced capabilities that Smart Play offers, or will they stick with standard sets?

For now, Lego is betting the extremely broad appeal of Star Wars will help these new Smart Play sets find an audience. About three years ago, Lego got its team focused on the Star Wars franchise involved, as well as Lucasfilm, to figure out how to roll Smart Play out to the world. “Very early on, we all decided that starting with the original trilogy would be great,” said Derek Stothard, Disney’s Director of Global Licensing “These are such well-known scenes and characters, and they cross generations, so parents can introduce them to  their kids. All that works really well together.”

Unsurprisingly, Lego is being coy about where things go beyond the initial three Star Wars sets, but it’s clear that after eight years of development, they’ll want to bring it to as many product lines as possible. “We’re announcing a platform that you can see has tremendous growth [potential], Donaldson said. “We made the analogy with the minifigure as something that you’ll see across the entire [Lego] system, maybe not in every single SKU but it’ll reappear in many different places. But ultimately we’re a company that really focuses on giving kids what they want, what they love, and we’ll have to see how it lives in a market.”

That last point about how it lives in the market is a good one, particularly given the pricing. We probably won’t know for sure until Lego moves beyond the safe confines of Star Wars and really shows us what Smart Play can do across more varied scenarios. And going to non-licensed sets might be where Smart Play really takes off — it’s easy to imagine a cheaper Smart Play add-on kit that can bring sets to life at a lower cost. But the idea of transforming anything kids create into something more interactive has a ton of potential if Lego can broaden its appeal beyond Star Wars fans.