Shaping a new dimension in interactive physical play

LEGO® Smart Play introduces a new dimension to the LEGO® System in Play.

At its core is the SMART Brick - a 2x4 LEGO® brick that responds to how children play through sound, light, movement, and interaction with other models.

The ambition was not to create a screen-based experience, but to extend physical LEGO® play with responsive behaviour. A system where models feel alive, while still remaining open-ended and imagination-driven.

I worked within the Creative Play Lab, where the focus was not refining a known product, but discovering what this new category of play could become.

This meant working in a space where direction emerged through experimentation rather than specification. Success was not measured by feature adoption or predefined outcomes, but by the quality of play behaviours that emerged when children interacted with the system.

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