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LEGO and Target Bring Immersive "SMART Play" Star Wars Experience to Atlanta Shoppers
Families at Target's North Druid Hills store stepped into a life-size LEGO Star Wars adventure as the LEGO Group launched its new interactive SMART Play technology.
Published on Mar. 2, 2026
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On Sunday, the LEGO Group teamed up with Target to debut its new LEGO Star Wars SMART Play technology with an immersive, hands-on pop-up experience in the parking lot of the Target North Druid Hills store in Atlanta. The event allowed guests to step into a life-size LEGO Star Wars world where they could pilot ships, rebuild damaged spacecraft, and choose between the light and dark side of the Force by using LEGO's new "SMART Brick" technology.
Why it matters
The SMART Play Adventures experience is designed to blend physical building with digital interaction, creating a more immersive way to play. For many Atlanta families, the event wasn't just about a new product launch - it was about bridging generations of LEGO builders and introducing new technology that brings the classic toy into the digital age.
The details
Participants could attach the SMART Brick to different LEGO builds and mini-figures, activating lightsaber sounds, spacecraft effects, and guided missions. In one mission, guests stepped into a cockpit and timed their shots to take down approaching enemy ships. In another, they worked as "engineers" to rebuild and refuel a damaged TIE fighter by holding a tool up to the smart brick. After completing missions, guests could visit an augmented reality photo booth, transform into a LEGO minifigure and strike their "best galactic pose" before receiving a keepsake image.
- The event was held on Sunday, March 1, 2026 from 10 a.m. to 5 p.m.
The players
LEGO Group
The LEGO Group is a Danish toy production company best known for its LEGO-branded products, which include interlocking plastic bricks that can be assembled and connected in many ways to construct objects, including vehicles, buildings, and working robots.
Target
Target Corporation is an American retail corporation that operates a chain of discount department stores and small-format stores called "TargetExpress" and "Target City".
Michael Martin
A Target shopper who stumbled upon the LEGO Star Wars SMART Play event and decided to participate with his son.
What they’re saying
“Honestly, we were just coming to Target to shop and stumbled upon all of this LEGO. I can't deny coming to take part in some LEGO. So I'm making one for my son to take home.”
— Michael Martin, Target shopper (CBS News Atlanta)
“It's a lot of fun to see what LEGO has become over the years and how my son can get some joy out of that just like I did.”
— Michael Martin, Target shopper (CBS News Atlanta)
“I am intrigued. I'll be honest, I don't know much to think about it yet.”
— Michael Martin, Target shopper (CBS News Atlanta)
What’s next
The LEGO Group and Target plan to bring the SMART Play Star Wars experience to additional Target locations across the country in the coming months.
The takeaway
The LEGO Star Wars SMART Play event in Atlanta showcased how LEGO is blending physical building with digital interaction, creating a more immersive and responsive play experience that appeals to both longtime LEGO fans and a new generation of builders.
