While the Lego Group has dipped its toes into tech waters before, the company hasn’t strayed far from its analog roots. But on Monday, the 94-year-old company unveiled a new product line that embraces ...

Lego has launched the brand’s biggest strategic bet in decades as it doubles down on physical play with an interactive evolution of the humble brick.

The new sensor-packed Smart Play Brick will land this spring as part of a special Star Wars collection. The update adds interactive lights and sound to the Lego experience—including the minifigs.