Lego launches Smart Brick and high tech Star Wars toys at CES скачать в хорошем качестве

Lego launches Smart Brick and high tech Star Wars toys at CES

(6 Jan 2026) FOR CLEAN VERSION SEE STORY NUMBER: 4628211 ASSOCIATED PRESS Las Vegas, US - 5 January 2026 1. Close on screen of Tom Donaldson, Senior Vice President at The Lego Group putting tag on Smart Brick and showing how it recognises the smart minifigure and its location 2. SOUNDBITE (English) Julia Goldin, Chief Product & Marketing Officer, Lego ++SOUNDBITE IS OVERLAID BY SHOT3++ "What does this allow us to do, well you saw it's actually a very simple system, a very simple addition, a platform we're adding into the Lego system of play, it's the brick, it's the tags and the interactive minifigs (miniature figures). But altogether what that unlocks is an opportunity for interactivity, new dimensions of responsiveness, opportunity for more social play, for more storytelling." 3. Extract of stylised promotional video showing how Lego's new smart brick and tags work 4. Close of screen showing Donaldson playing with car which makes sound of door unlocking and engine starting, then the sound of a crash when Donaldson crashes it 5. Extract of Lego's promotional video showing how the Smart Brick, tag and mini figures interact 6. SOUNDBITE (English) Tom Donaldson, Senior Vice President at The Lego Group ++SOUNDBITE STARTS ON PREVIOUS SHOT AND IS OVERLAID BY SHOT7++ "Lego smart play brings a whole new dimension to physical play, Lego bricks that play back. It's designed to inspire kid's imagination and get them playing creatively time and time again. 7. Extract of Lego's promotional video showing how the Smart Brick, tag and mini figures interact 8. SOUNDBITE (English) Dave Filoni, chief creative officer at Lucasfilm ++SOUNDBITE IS OVERLAID BY SHOT9++ "Films give fans characters and stories that capture imaginations, but toys gave them the opportunities to take these stories home and continue them 9. Extract on screen of promotional film showing a boy and a girl playing with Lego Star Wars toys and imagining they're actually in the world of Star Wars STORYLINE: ]This is Smart Play - bricks, tags and figurines loaded with sensors and high tech gizmos. It's a three pronged system, the tags and mini figures have codes inside which give characters personalities, the bricks themselves are spatially aware and can recognise the mini figures. The emphasis of Lego is on physical play and interactive play, not just between kids and their toys, but encouraging children to use their toys to play with their friends. Julia Goldin, the Chief Product & Marketing Officer for Lego says the technology is transforming. "You saw it's very simple right, you have a smart brick and you know it's just a simple 2 by 4 brick so it clicks very seamlessly and fit exactly the same bricks I just showed you, but of course it's very different. And the reason why it's very different is because it's so smart. So it's got tremendous amounts of intelligence, technology, ability that's packed all into tiny silicone chip that's actually smaller than one of the studs," says Goldin. She says this should be an answer to those who were wondering why a company like Lego would come to the Consumer Electronics Show. "Now you get me and why we're at CES. What does this allow us to do, well you saw it's actually a very simple system, a very simple addition, a platform we're adding into the Lego system of play, it's the brick, it's the tags and the interactive minifigs (miniature figures). But altogether what that unlocks is an opportunity for interactivity, new dimensions of responsiveness, opportunity for more social play, for more storytelling," says Goldin. Find out more about AP Archive: http://www.aparchive.com/HowWeWork Twitter:   / ap_archive   Facebook:   / aparchives   ​​ Instagram:   / apnews   You can license this story through AP Archive: http://www.aparchive.com/metadata/you...