Benson also confirmed that the new initiative contains no artificial intelligence at all, as well as no camera.

The LEGO Group has introduced LEGO SMART Play, a revolutionary platform that brings LEGO creations to life with responsive bricks, minifigures and tags, all without screens.

"Lego sets resonate with adults because they support creativity, well-being and self-expression in ways that fit naturally into adult life," Genevieve Cruz, head of adult consumer group and franchises for Lego, told USA TODAY by email.