Lego is trying to make tech invisible with Smart Play

C

Curious Cassowary

Lego's ambitious foray into tech-enabled play with Smart Play raises questions about accessibility and affordability, as the company pushes to make its sets more interactive.

Designed primarily with social interaction in mind, Smart Play uses sensors-filled bricks that allow sets to respond to each other, recognize movement, produce sounds, and detect corresponding minifigures nearby. However small tech-tagged items called Smart Tags help these bricks contextualize how they're being used – such as whether a helicopter, car or duck.

Tom Donaldson, the senior VP of the creative play lab at Lego, spent eight years developing this concept, initially driven by consumer need for social interaction and kids' preference for changeable, agency-driven experiences. According to Donaldson, building a powerful platform without preconceived notions proved essential in creating Smart Play's capabilities.

Smart Play's costs might pose an obstacle, with the largest set priced at $160 – comparable in size but far more expensive than non-tech Lego sets. This price could make it difficult for some parents to invest in more advanced playsets.

Despite this challenge, Lego is banking on Star Wars' broad appeal to bring Smart Play into the mainstream. Initially focusing on original trilogy characters and scenes known across generations, these new sets might prove popular among parents wanting to introduce their kids to iconic franchises.

While it's unclear how Smart Play will expand beyond its initial three Star Wars sets, Donaldson emphasizes the potential for a platform that can be applied across many product lines – albeit not in every single SKU. With a focus on giving kids what they love and an eye towards market viability, Lego is poised to unlock Smart Play's full growth potential.

Ultimately, the success of Smart Play hinges on its ability to transcend licensing and find a broad appeal beyond Star Wars enthusiasts, making it accessible at lower price points – possibly through standalone kits that can bring sets to life. If successful, this tech-enabled play approach could democratize interactive experiences for kids worldwide.
 
I THINK IT'S SUPER COOL THAT LEGO IS TRYING TO REVOLUTIONIZE THE WAY WE PLAY WITH THEIR SMART PLAY TECHNOLOGY!!! I MEAN, WHO DOESNT LOVE INTERACTIVE TOYS THAT COME TO LIFE ??? but seriously, i think the biggest concern is that its gonna be way too pricey for some parents. like $160 for a single set is CRAZY!!! i can see how it would be tempting tho, especially with star wars fans jumping at the chance to get their hands on new sets.

BUT IF LEGO CAN FIND A WAY TO MAKE IT MORE ACCESSIBLE, LIKE WITH STANDALONE KITS OR something, I THINK WE COULD SEE THIS TECHNOLOGY TAKE OFF!!! i mean, can you imagine being able to bring any set to life with just a few taps on your phone ??? its like a whole new world of play possibilities!!! 🤩
 
Ugh, I'm so done with Lego's Smart Play 🙄... it's just another way for them to nickel and dime us parents, you know? $160 for a set that's basically a miniature toy lab? No thanks, fam 😒. They're trying to make money off our kids' love of Star Wars, but what about the little ones who can't afford this fancy tech-enabled nonsense? It's just another example of how corporations are making their money hand over fist while leaving the rest of us high and dry 💸.

And don't even get me started on the price point 🤑. I'm all for innovation and progress, but not when it comes at the expense of affordability. Can we please just have a set that can play nicely with our existing toys without breaking the bank? Is that too much to ask? 😩
 
I gotta say 🤔... Lego's Smart Play is like a big ol' brick wall when it comes to affordability 😬. $160? That's just crazy! I mean, what about the parents who wanna get their little ones into this tech-enabled play but can't afford it? It's all well and good for Star Wars fans, but what about the others? Lego needs to find a way to make this more accessible, like maybe some starter kits or bundle deals 🤑. If they don't, Smart Play'll just be a fancy toy for the rich kids 🤷‍♂️.
 
🤔 Lego's gone all in on Smart Play, hoping to tap into the social interaction scene... but what about the little guys who just wanna build and create without breakin' the bank? $160 for a set? That's straight-up pricey 🤑. I mean, I get it, they're tryin' to make it happen, but if it's not gonna be affordable for every family, then maybe they shoulda stuck with the good ol' bricks 🔩.
 
im thinkin smart play is gonna be a game changer for lego 🤖💻 but at the same time idk how they're gonna make it affordable for regular parents... $160 is like, a lot of cash for a toy 🤑 especially when u got families with younger kids who dont exactly break the bank. still, if they can get that star wars thing right and make it feel super interactive, ill be down to try it out 👀👍
 
I think its crazy how Lego is pushing the boundaries with Smart Play 🤯. But I gotta wonder if its gonna be a game-changer or just a pricey toy for parents who wanna impress their kids 🤑. $160 is out of my budget, even as an adult! 😅 On the other hand, if it can make learning fun and interactive, that's a major win in my book 👍. The idea of being able to create your own experiences with Smart Play sounds amazing 🎨. And who knows, maybe it'll inspire a new generation of makers and inventors 🔧. Just hope they keep the prices reasonable for families with smaller budgets 💸.
 
I'm curious about the new Smart Play thingy from Lego... 🤔

From what I gather, it sounds like they're trying to make their sets more fun and interactive, but at a pretty steep price point. Like, $160 for one of these tech-enabled bricks? That's a bit out of this world (pun intended 😅) for many parents.

I think the idea of being able to track what your kid is building and how it responds is actually pretty cool. And if they can make it affordable for everyone, that'd be amazing. But for now, I'm a bit skeptical about how well it'll take off.

Lego's trying to bank on Star Wars' popularity, which is a good start. But I wonder if they're thinking too much about the fans and not enough about what regular parents want for their kids. I mean, will this stuff really be worth breaking the bank for? 🤑

Still, it's great that Lego's trying to innovate and give kids more interactive experiences. If they can make Smart Play accessible at a lower price point, that'd be awesome. Who knows, maybe one day we'll see these tech-enabled bricks popping up in every single LEGO set 🤞
 
🤔 think lego's got a point with smart play, i mean who doesn't love building stuff and having it come to life? the social interaction aspect is super cool too, my niece loves making her friends jealous with her fancy smart tagged creations 🤓. yeah, $160 might be a bit steep for some parents, but star wars fans will def shell out the cash for those sweet interactive sets 🚀. if they can make it more affordable and appealing to non-star wars fans, i think lego's got a winner on their hands 🤑.
 
I'm kinda curious about Smart Play, but what really gets me is how expensive these new sets are gonna be 🤑 Like, I get it, they're trying to make a buck, but $160 is straight-up steep for most parents. And yeah, I know the Star Wars thing is gonna bring some interest, but if you can't get your hands on one of those sweet tech-tagged items, what's the point? It's like they want kids to have agency in their play, but not when it comes down to actual cash 💸
 
🤔 I'm not sure if they're crazy or genius... $160 for a Lego set?! That's like paying for a fancy toy when you just wanna build with blocks, you know? 🤑 What's the point of Smart Play if it's only gonna be out of reach for most parents? They need to find ways to make it more affordable without sacrificing the tech stuff that makes it cool. Maybe they can release some starter kits or something? That way, kids and parents alike can experience the magic of Smart Play without breaking the bank 💸💎
 
I dont think $160 is too much for Lego fans... but I guess its true that not all parents can afford the premium prices lol 😂. But if Star Wars brings in some cool new sets and makes it more affordable, I think this could be a game changer for kids who love tech and play! Maybe they could release some non-SW sets too? 🤔 The idea of smart tags making the play experience way more interactive is genius though! 👏
 
Smart Play is either going to be the future of childhood or a expensive toy for parents 🤔💸 $160 for a set that's comparable in size to other non-tech lego sets seems steep to me... Lego needs to find a way to make it more affordable and accessible, especially for lower-income families. They're banking on Star Wars' popularity, but what if it doesn't translate to other franchises? 🚀💥
 
🤔 I'm not sure about Smart Play yet... $160 is a lot of cash for a Lego set 🤑. How are people gonna afford it? And what if their kid just wants to build something traditional without all the tech nonsense? 🤷‍♀️ Also, I don't know about this whole "licensing" thing - can they make it work with other franchises too? 🚀 It's cool that Lego is trying to be innovative, but I hope they don't price themselves out of reach for regular parents. 📈
 
ugh how much is this gonna cost? $160 is crazy 4 a starter set, i mean idk if its worth it tho - my kid would probably just smash the bricks anyway lol 🤣
 
I'm not sure I'm sold on Smart Play just yet 🤔. The idea of tech-enabled bricks and sensors is cool, but $160 for a set? That's just steep for most families. And what about all the parents who can't afford that kind of expense? Don't they deserve to be able to get their hands on some fun tech-play too?

I mean, I love Lego as much as the next person, but this feels like more marketing hype than genuine innovation 🤑. It's Star Wars-themed, sure, but what about all the other franchises out there that could use a similar treatment? How will Smart Play be adapted for different product lines and price points? All these questions are still unanswered in my mind 🤷‍♂️.

And let's not forget about accessibility – what if some kids can't quite figure out how to use the tech parts without adult intervention? Or what if it just becomes another gadget that's too complicated for young minds to grasp? I wish Lego would focus more on making play fun and simple, rather than throwing a bunch of tech at it 💻.
 
I'm all about smart homes but I think Lego should make Smart Play more affordable ASAP 💸🤯 - my little ones would go wild for that thing but $160 is way too steep for us 🤑. Plus, what about the parents who can't afford it? Are they gonna be left out of the fun? 😕 They need to find a sweet spot between playtime and price point or else Smart Play's just another pricey novelty 🎉
 
I dunno about this Smart Play thingy...seems like Lego's trying to make a bunch of $$$ off their tech-savvy sets 🤑. I mean, $160 for one set? That's just crazy talk! 😲 My kid would love it, but my wallet wouldn't approve lol. Still, if they can make it more affordable and fun for all kids, not just Star Wars fans, that'd be awesome! Maybe they could sell some of these sets at thrift stores or something to help out families in need 🤗. Anyway, I'm keeping an eye on this Smart Play thing...it's definitely gonna be interesting 💡
 
omg u guys cant wait 2 c how smart play is gonna revolutionize lego play 🤩 i think its genius! but yeah the price point does seem kinda steep especially 4 smaller sets i guess it would b better if they had more affordable options tho maybe a starter kit or something? and idk about star wars but i trust lego to make it work hopefully they can bring in more franchises so its not just star wars fans only 🚀
 
I think this is a great reminder that innovation often comes with a price tag 😊. Lego's Smart Play might be out of reach for some families, but it's also pushing the boundaries of what's possible in terms of interactive toys. As we consider making tech-enabled play more accessible, we should also think about how to make it more affordable 🤑. Perhaps that means finding ways to share costs or creating standalone kits that can breathe new life into existing sets 🎉. The real question is, will Smart Play find a way to balance ambition with affordability? I'd love to see where this journey takes us 💡!
 
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