LEGO Says Smart Brick Won't Replace Traditional Play After CES Backlash

LEGO has responded to concerns that its newly announced Smart Brick technology represents a departure from the company's foundation in physical, non-digital play, a day after the official reveal at CES drew criticism from child development advocates. Federico Begher, SVP of Product, New Business, told IGN the sensor-packed bricks are "an addition, a complementary evolution" and emphasized that the company would "still very much nurture and innovate and keep doing our core experience." A BBC News report on the CES announcement noted "unease" among "play experts" at the unveiling. Josh Golin, executive director of children's wellbeing group Fairplay, said he believed Smart Bricks could "undermine what was once great about Lego" and curtail imagination during play. Begher compared the rollout to the Minifigure's gradual introduction decades ago. The Smart Brick launches in March in Star Wars sets including an X-Wing that produces engine sounds based on movement. The technology is screen-free and physical, Begher said, drawing on learnings from previous projects like Super Mario figures where "some of the levels were very prescriptive."

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