The LEGO Group launched LEGO Life, a mobile social network for children under the age of 13. Available on iOS and Android, the LEGO Life application allows children to share their LEGO creations with others.
With the LEGO Life app, each user can create their own LEGO mini-figure avatar and select a user name using the app’s random name generator. From there, they can browse LEGO-themed content, like pictures, videos and quizzes, in a personalized news feed.
Specifically, users can follow topics based on things like certain animals, individual LEGO themes and more, and their news feed will contain content related to their selections. Users can also upload pictures of their own LEGO creations to share with others.
Users can post comments on content, and they can add LEGO-themed emoji to their comments using the app’s emoji keyboard.
All content and comments within the app are moderated by LEGO employees in order to ensure that users don’t share personal information or inappropriate content.
In a statement, Rob Lowe, head of LEGO Life, commented:
The LEGO Group aims to develop digital experiences that complement and enhance LEGO play. LEGO Life creates a platform that amplifies the joy of building and pride of creation that kids experience with tactile play through the digital world in a safe way, further unleashing creativity among kids and tweens on a much broader scale.
The LEGO Life app is available to download for free on the iTunes App Store and Google Play. Currently, the app is available in the U.S., Canada, the U.K., France, Germany, Denmark, Austria and Switzerland, and it will launch in additional territories in 2017 and 2018.