When Disney looks to expand its Star Wars offerings beyond film and television, it does so carefully, with new ideas designed to serve the overarching story while also feeling like natural additions to a franchise that spans generations of fans, as well as light years.
Over the years, this approach has resulted in screen-accurate lightsabers, annual collaborations with Columbia Sportswear, and an ever-expanding line of toys and collectibles. Disney’s latest collaboration with Lego takes a different approach, however.
Lego’s new Smart Play system brings sound and responsiveness directly into physical sets – without relying on apps, screens or cloud connectivity – and it will launch with three versions of Lego Star Wars arriving on March 1.
“This is meant to enhance the gaming experience and add fun,” Dalal told me. “All the sounds and interactivity are what bring the sets to life.”
From Disney’s perspective, the collaboration builds on more than 25 years of Lego Star Wars history, a legacy rooted in storytelling through play rather than static display.
“Yes, you can flaunt it, but ideally you recreate your stories of how you know it,” Dalal added. “But now you can do it in a new, immersive way that makes someone want to play it again and again because it’s a different story.”
Whether it’s the X-Wing, TIE Fighter, or Throne Room set, builders are given the basics rather than a fixed script. The Smart Brick, Smart Minifigures and Smart Tags add responsive sounds and character responses, allowing players to capture familiar Star Wars moments and reimagine them in their own way.
At the same time, Disney was thinking about what Smart Play wouldn’t include.
“It’s just taking the elements of what they love and putting them in a really safe environment, which is why you buy a Lego Star Wars set,” Dalal said.
This balance reflects the way kids play today, blending digital sensibilities and hands-on creativity while remaining focused on physical construction.
“We meet kids where they are today, in the digital age, while anchoring technology in traditional physical building sets,” Dalal continued. “DCP is constantly innovating to improve the game.”
Over its 25 years of existence, Lego Star Wars has grown in almost every direction: from high-end, $1,000 collector’s versions like the Death Star to more affordable sets aimed at younger fans. The line has evolved alongside the franchise itself, tying into not only the films, but also animated series like The Clone Wars and, more recently, Disney+ shows. Smart Play signals the next evolution of this approach, one that suggests Lego Star Wars continues to grow rather than settle into repetition.
This evolution is defined as much by restraint as by ambition. Even compared to Lego’s previous tech experiments, Smart Play is significantly scaled down: there are no screens, no listening microphones, and no AI. The system also avoids active network connections or any reliance on the cloud.
While other parts of Disney are actively exploring AI-driven experiences, Smart Play reflects a different philosophy. As Dalal explained, technology exists to extend play and amplify fun – not to attract attention or introduce complexity in itself.
Star Wars, Dalal explained, is particularly suited to this type of approach.
“Star Wars stories provide an infinite model for play given that the galaxy is so vast,” she said. “The Smart Play system is a tool that helps children unleash their creativity and tell their own Star Wars stories.”
This sense of scale is enhanced by the franchise’s instantly recognizable audio cues – from music to ship sounds – which naturally lend themselves to responsive gameplay.
“I think you have to find the right combination of technology and IP,” Dalal said. “And the Star Wars galaxy specifically offers endless storytelling and instantly recognizable elements of the saga like music, ship sounds, and much more.”
Rather than directing play, Smart Play is designed to reward curiosity. The Smart Brick reacts differently depending on the characters or elements nearby, encouraging experimentation and surprise.
“People like the unexpected,” Dalal said. “There are fun Easter eggs in the boxes and lots of different ways to interact with the products.”
For Disney and Lego, Smart Play reflects a shared belief that technology should support storytelling, not overshadow it. By keeping the technology under the hood, Lego Star Wars preserves what has made the line successful for decades, while opening the door to new ways to play in an ever-expanding galaxy.
“Fans have enjoyed Lego Star Wars sets for over 25 years,” Dalal noted. “This innovation is the perfect hybrid between physical and digital gaming and will bring Star Wars home in a new and exciting way.”
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