An opinion-based column regarding toy companies and toy production being more concerned with marketing and selling to adults.

Shooting, fighting, whisking, and babbling: the first Star Wars sets with Smart Bricks are here. Our first impression hands-on: intuitive fun for kids.

After perusing hundreds of new toys and gifts that launched at Toy Fair 2026, we're sharing more than a dozen of our favorites. See our toy editors' top picks.

Lego seems to have a good idea of how to sell parents and kids alike on their new Smart Bricks technology. The first Lego Smart Play sets are all Lego Star Wars related. At CES, Lego announced three ...

Today, the LEGO Group arrives at Toy Fair to further demonstrate the future of play — LEGO® SMART Play™. The interactive ...

Lego’s next release is a digital brick loaded with sensors that add new layers of interactivity to its play sets. WIRED got exclusive access to the Lego labs where the Smart Brick was born.

More than 700 toy companies converged on the Javitz center in New York City over the weekend for Toy Fair 2026. Every year, ...

Lego sets for adults and kids are on sale this long weekend at Amazon, and we’ve narrowed down the best deals from $9. Shop ...

If you’re a Lego fan and a Star Wars fan, you’re in luck. Lego has announced the upcoming release of the LEGO Star Wars New Republic X-Wing Starfighter Building Toy, suitable for ages 9 and up. The ...

Experts say Legos are still a powerful tool for early childhood education, fostering STEM skills, creativity, and even mental well-being, despite the rise of AI and digital learning.

Toymakers are increasingly targeting teens and adults and racing to turn streaming hits and established franchises into high-end collectibles.

LEGO has a mega deal that'll score your kids a free Duck Family set, but you're going to have hurry before they're gone. Here ...