Lego Strengthens BrickLink Brand as Smart Play Reinvents Interactive Building
Jul/20/2026
On July 13, Lego Holding filed a U.S. trademark application for BRICKLINK, covering construction toys, toy figures, building sets, and online retail services, reinforcing one of its key brands within the expanding Lego ecosystem. The filing comes as the company accelerates the rollout of Smart Play, a new generation of interactive sets featuring sensor-equipped bricks that respond with lights, sounds, and motion while remaining compatible across multiple product lines. Developed to compete with digital entertainment without abandoning hands-on creativity, the platform reflects Lego’s strategy of blending physical play with selective technology. As the company broadens Smart Play into franchises such as Star Wars and Pokémon, it is betting that carefully integrated innovation can deepen engagement while preserving the imaginative building experience that has defined the brand for decades.
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