{"id":383543,"date":"2026-01-22T04:45:08","date_gmt":"2026-01-22T04:45:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/383543\/"},"modified":"2026-01-22T04:45:08","modified_gmt":"2026-01-22T04:45:08","slug":"why-legos-smart-play-strategy-just-clicks-trademark","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/383543\/","title":{"rendered":"Why LEGO’s SMART Play Strategy Just Clicks – Trademark"},"content":{"rendered":"

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MC<\/p>\n

<\/p>\n

Marks & Clerk<\/p>\n


\n <\/a><\/p>\n

More<\/p>\n


\n <\/p>\n


\n \"Marks
\n <\/a><\/p>\n


\nMarks & Clerk is one of the UK\u2019s foremost firms of Patent and Trade Mark Attorneys. Our attorneys and solicitors are wired directly into the UK\u2019s leading business and innovation economies. Alongside this we have offices in 9 international locations covering the EU, Canada and Asia, meaning we offer clients the best possible service locally, nationally and internationally. <\/p>\n

<\/p>\n


\n LEGO recently announced their SMART Play system, describing it as their “most revolutionary innovation since the creation of the minifigure”. \n <\/p>\n


\n United Kingdom
\n Intellectual Property \n <\/p>\n


\n To print this article, all you need is to be registered or login on Mondaq.com. \n <\/p>\n

LEGO recently announced their SMART Play system, describing it
\nas their “most revolutionary innovation since the creation of
\nthe minifigure”. The SMART Play system is designed to bring
\nLEGO play to life without compromising the physical play
\nexperience.<\/p>\n

The SMART Play line-up includes the SMART Brick, SMART Tags, and
\nSMART Minifigures. The SMART Brick is the core of the SMART Play
\nline-up. Containing lights, sensors, and a sound synthesizer, the
\nSMART Brick detects different types of play and reacts accordingly.
\nThe SMART Tags tell the SMART Brick what it is and how it should
\nplay back, while the SMART Minifigures have their own personalities
\nand react to play differently.<\/p>\n

Challenging themselves to make LEGO come alive without the
\ninterruption of cameras and screens, LEGO say they made hundreds of
\nplay prototypes during the development of SMART Play.<\/p>\n

This process came with its fair share of innovation. From
\nbuilding a new positioning system based on wireless charging coils
\nto developing a bespoke silicon chip smaller than a LEGO stud,
\nit’s unsurprising that LEGO have filed 25 patent applications
\noff the back of the development of SMART Play.<\/p>\n

LEGO SMART Play will make its debut with the launch of three new
\nStar Wars sets. It seems fitting for LEGO to launch their
\nfuturistic approach to play alongside the franchise they produced
\ntheir very first licensed sets with.<\/p>\n

LEGO once again demonstrates the value of a robust IP portfolio.
\nIt will be interesting to see how they choose to leverage their new
\nIP to drive future collaborations and maintain their market
\nleadership.<\/p>\n

The SMART Play” System is our most revolutionary innovation
\nsince the creation of the minifigure in 1978. Using cutting-edge
\ntechnology, it responds precisely to how kids play. In other words,
\nwhen you play, the SMART Brick plays back.<\/p>\n

www.lego.com\/…<\/a><\/p>\n

The content of this article is intended to provide a general
\nguide to the subject matter. Specialist advice should be sought
\nabout your specific circumstances.<\/p>\n

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