Developed by the Lego Group’s Creative Play Lab, the Lego Smart Play system will make sounds and activate lights based on player movements and builds. Lego says the new platform "features more than twenty patented world-firsts," including a new custom-made chip that's smaller than a standard Lego connector stud.

Lego’s new Smart Play system, announced at CES earlier this week, is an embrace of digital technology the likes of which we haven’t seen from the company before.

The company says the new smart bricks, tags and mini figures are the result of never seen, cutting edge innovation which will create a new interactive experience for youngsters.