FOR IMMEDIATE RELEASE:
Jan. 6, 2026
Contact: Ashwin Verghese, Communications Director, [email protected], 508-263-0289
Fairplay Executive Director Josh Golin released the following statement today:
“Lego’s new Smart Bricks are completely unnecessary and undermine what was once great about Legos. The best toys are 90% child, 10% toy. They allow children to use their imagination to come up with stories and create their own adventures. This type of pretend play is essential to the development of kids’ emotional regulation, problem-solving, and imagination. As anyone who has ever watched a child play with old-school Legos knows, children’s Lego creations already do move and make noises through the power of children’s imaginations. But with the release of Smart Bricks, Lego is taking play out of the hands of children and putting it into the tiny sensors of these so-called ‘smart’ devices.
“Long ago, one set of Legos was enough to power endless imaginative play for an entire family. But over time, Lego’s marketing machine has consistently sent the message that children’s imaginations are not enough without owning multiple Lego sets, and consuming Lego media properties is mandatory. Gendered Lego sets, sets linked to popular TV shows and movies, and branded video games that don’t even allow for a hands-on, tactile experience are just some of the ways Lego has extracted money from families at the expense of children’s creativity. Smart Bricks are just the latest iteration of a brand cashing in on its frankly undeserved reputation at this point.
“Unfortunately, Lego is not the only toymaker that has been incorporating ‘smart’ features into its products. There are now many AI toys on the market that embed chatbots into plushies, dolls, action figures, and other everyday toys. As Fairplay said in our first-of-its-kind advisory to parents on the dangers of AI toys, AI toys are often powered by the same AI systems that have already harmed older kids and teens, including by urging them to self-harm or take their own lives. AI toys also prey on children’s trust, disrupt their relationships and resilience, invade family privacy by collecting sensitive data, and displace key creative and learning activities.”
Read Fairplay’s AI toys advisory.
###
About Fairplay
Fairplay is the leading nonprofit committed to helping children thrive in an increasingly commercialized, screen-obsessed culture, and the only organization dedicated to ending marketing to children. Fairplay works to enhance children’s well-being by eliminating the exploitative and harmful business practices of marketers and Big Tech. Learn more at www.fairplayforkids.org.