Lego unveiled its new line of "Smart Bricks" on Tuesday, integrating advanced technology directly into the company's iconic building blocks, a move met with both excitement and apprehension from play experts. The Smart Bricks, demonstrated at the annual Toy Fair in Nuremberg, Germany, incorporate miniature sensors, microprocessors, and Bluetooth connectivity, allowing them to interact with each other and with external devices like tablets and smartphones.

The company stated that the new bricks are designed to enhance creative play and introduce children to basic coding concepts. Each brick can be programmed to perform specific actions, such as lighting up, making sounds, or triggering movements in connected Lego models. "We believe Smart Bricks will unlock a new dimension of play, blending physical construction with digital interaction," said Astrid Hansen, Lego's Head of Innovation, in a press release. "Our goal is to make learning about technology fun and accessible for children of all ages."

However, some child development specialists expressed concerns about the potential impact of excessive screen time and the shift away from traditional, imaginative play. Dr. Evelyn Reed, a professor of child psychology at the University of Oxford, noted that "While the integration of technology can be beneficial, it's crucial to ensure that children still engage in open-ended, unstructured play that fosters creativity and problem-solving skills without relying solely on digital interfaces."

The Smart Bricks utilize a simplified visual programming language, similar to Scratch, allowing children to drag and drop code blocks to control the bricks' functions. The bricks communicate wirelessly via Bluetooth to a dedicated Lego app, which provides tutorials, project ideas, and a platform for sharing creations with other users. Lego plans to release several themed Smart Brick sets, including a robotics kit, a coding challenge pack, and an interactive building set.

The move comes as Lego faces increasing competition from digital entertainment and a growing demand for educational toys that integrate STEM (Science, Technology, Engineering, and Mathematics) principles. The company hopes that Smart Bricks will attract a new generation of tech-savvy children and solidify its position as a leader in the toy industry.

The Smart Bricks are scheduled to be available for purchase online and in stores starting in the fall. Pricing will vary depending on the set, but Lego anticipates that the entry-level kits will retail for around $150. The company plans to gather feedback from early adopters and educators to further refine the Smart Brick platform and expand its capabilities in future iterations.