Lego unveiled its new "Smart Bricks" at the annual Toy Fair in Nuremberg, Germany, on Wednesday, integrating advanced sensor technology and programmable microcontrollers directly into the company's iconic building blocks. The move, designed to enhance play experiences with interactive elements, has sparked debate among child development experts regarding the potential impact on traditional, imaginative play.

The Smart Bricks, developed over three years at Lego's innovation lab in Billund, Denmark, incorporate Bluetooth connectivity, allowing them to interface with tablets and smartphones. Each brick contains a miniature accelerometer, gyroscope, and color sensor, enabling children to program their creations to respond to movement, light, and color. According to a Lego press release, the bricks will be supported by a new visual programming language, designed to be intuitive for children as young as six years old.

"We believe Smart Bricks will unlock a new dimension of creative play," said Astrid Sundberg, Lego's Head of Creative Play, in a statement. "By combining the tactile experience of building with the power of coding, we're empowering children to become creators and inventors."

However, some child development experts expressed reservations about the increased reliance on technology in play. Dr. Evelyn Reed, a professor of child psychology at the University of Oxford, cautioned that over-stimulation and structured digital interaction could hinder the development of crucial problem-solving skills and imaginative thinking fostered by traditional, open-ended play. "While the integration of technology can be beneficial, it's crucial to maintain a balance," Reed stated. "Children need opportunities for unstructured play to develop their creativity and social skills."

The Smart Bricks are scheduled for release in the fall of this year, with a starter kit priced at $299. The kit will include a selection of Smart Bricks, standard Lego elements, and access to the programming app. Lego plans to release additional expansion packs and online resources to support the new product line. The company hopes the Smart Bricks will appeal to a generation of digitally native children and solidify Lego's position as a leader in the evolving toy industry. Lego's stock (LEGO.CO) saw a slight increase of 0.5% following the announcement.