LEGO Star Wars Super Brand Day debuts in Singapore amid mixed response to Smart Brick

Lazada and LEGO Singapore staged the region’s first LEGO Star Wars Super Brand Day on 12 May, offering six exclusive online sets for two weeks, discounts of up to 35 % on selected kits, and a series of fan‑focused activities. Shoppers could join a “Team Rebel vs. Team Empire” social‑media contest, with two winners receiving the unreleased LEGO SMART Play X‑Wing and TIE Fighter sets, while top spenders earned a limited‑edition Grogu coin and curated bundles worth S$200. During Lazada’s recent Birthday Sale, the LEGO Official Store in Singapore recorded a sales spike of 153 times versus normal periods, and the Toys & Games category grew almost fourfold.

At the same time, the newly announced LEGO Smart Brick, part of the Smart Play system unveiled at CES in Las Vegas, is being marketed as a major technological leap. Adult LEGO fans (AFOLs) have expressed largely skeptical opinions, calling it another short‑lived tech gimmick despite LEGO’s push for a longer product lifespan. A hands‑on reviewer highlighted past LEGO tech toys that quickly lost support and noted the Smart Brick’s child‑focused positioning versus the adult‑dominated online community’s criticism.