Tom Donaldson, head of Lego’s Creative Play Lab, said the tech intended to respond to children’s actions and complement the way they naturally play.
He said the Smart Brick’s reactions to responses would “hopefully inspire and surprise the user to keep them continuing to play”.
“We are building a platform that we want to last for many years,” he said.
Prof Manches told the BBC reduced cost and size of components has “enabled more toymakers to integrate digital technology seamlessly into a range of toys”.
But he added despite exciting innovation, concerns remain about the security and privacy of new and emerging smart toys for children – particularly those which integrate AI.
“The key is to us all to remain critically reflective of the design of these toys, and to pay much attention to how they influence children’s everyday lives,” he said.
It is not the first time Lego has dabbled in digital experimentation or sought to appeal to increasingly online audiences.
Since 2017 it has released augmented reality apps and experiences letting people play with computer-generated models layered over their surroundings.
Through collaborations with video game publishers such as Nintendo and Fortnite-maker Epic Games it has also looked to appeal to fans of trending games or new launches – releasing a Super Mario Minifigure in 2020 with a tiny display screen.
Lego chief executive Niels B. Christiansen said in the firm’s 2024 annual report it had accelerated spending on digital technology as a “strategic area” for the company.
