LEGO SMART Play: "global" launch limited to six countries

The party hasn't even started yet, and it's already over for a large part of the LEGO fans who were already eagerly waiting to get their hands on the new products from the LEGO SMART Play universe announced via almost excessive marketing operations: LEGO will only market these products in six countries from March 1, 2026: France, the United Kingdom, Germany, Poland, Australia and the United States.

The manufacturer cites the complexity of launching a new product of this scale and announces that the launch will therefore take place in several phases, without committing to a geographical rollout. LEGO does not mention a specific timeline for a possible expansion of sales to other countries.

This all obviously looks like a full-scale test in a few specific markets before possibly considering mass production and more global distribution.

If you are in Switzerland, Belgium, Luxembourg, or one of the countries not included in this launch, these products will not be available through the official online store or at your favorite toy retailers. You will therefore have to turn to the secondary market where friendly resellers will be happy to provide you with the products, albeit at a hefty markup.