It took the analog toy company years to develop its new Smart Play system, which centers on digitally minded bricks that can play sounds, light up, and interact with each other.

Lego has unveiled new digital “smart bricks” that light up, emit sounds and respond to movement in its “most revolutionary innovation” in nearly 50 years.

The new brick looks and clicks into place like a regular one but its advanced electronics sense other smart bricks and minifigures and respond with real-time audio or light effects.