The LEGO Group is teasing a major announcement across its social media channels, promising ‘a whole new dimension of play’ will be revealed later today.
Timed neatly with the company’s scheduled press conference at CES 2026, which takes place at 6pm GMT / 1pm EST on January 5 (today!), the stars are aligning for what’s presumably a first look at the LEGO Group’s smart brick – which was initially revealed all the way back in 2024 – in action. The social media clip features quotes from kids such as ‘it sounds like it’s actually talking’ and ‘how does it do that?’.
While this could still conceivably be any number of things, the timing of the announcement – which the teaser clip promises will come on January 5 – and the apparent link to CES, which is focused on tech, points squarely in the direction of the smart brick. The LEGO Group’s latest tech innovation is an element that responds to different actions and tile tags, activating various lights and sounds.
The company’s CES 2026 press conference will take place behind closed doors (it’s accessible to media only), but the public nature of this tease suggests it will be letting the world into what it has in store one way or another. Whether that’s through live-streaming the press conference, a press release or something else is still to be confirmed.
We’ll find out for sure later today, so keep an eye on Brick Fanatics for more.
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