Mattel Inc., already one of the largest toy makers in the world, wants a piece of the plastic building block business now dominated by Lego A/S. The El Segundo, Calif.-based company famously behind ...

Lego has spent decades selling itself as the ultimate analog toy, a handful of plastic bricks that can become anything a child imagines. That is why the company’s new Smart Bricks, tiny blocks packed ...

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 ...