I think this innovation is going to be delightful for kids. However the prices are insane. Lego is absolutely asking adult collector prices for kid toys. And I wonder if the problem lies in Star Wars. Licensed themes are immediately going to cost more than something like Ninjago. And Star Wars Lego is scrutinized on a level beyond any theme short of, maybe, Lord of the Rings right now. And that’s mostly because LOTR has made a name for itself as an extravagant product that is glorious to behold and scarce to release to the point that a small disappointment feels like a betrayal.
I believe Lego has a full unlicensed original theme currently in development specifically for Smart Brick. And I believe this theme is going to blow kids away when they see it. And that it may even be priced for them. But until then, smart brick is going to be seen as something tacked on to already overpriced Star Wars sets instead of the start of a cool new innovative LEGO theme.
