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.”
Lego's Tom Donaldson demoing Smart Play at CES. (LEGO)
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.’”
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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.
Lego Smart Play Star Wars set (LEGO)
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?
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