'I'm going to play this with my granddaughter' — Mark Hamill on Lego Smart Play and nearly 50 years of Star Wars
THE SO WHAT
Lego Smart Play leans into connected, interactive sets wrapped in a 50-year IP—this is toy as software platform, not plastic. If you own a franchise or kids’ brand, your moat is longitudinal engagement across generations, not one-off merch drops.
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