The Lego Group has launched Lego Life, a free app-focused social network that gives the youngest of builders a safe online platform to bridge their physical and digital play experiences.
The network aims to be the next step in the sociability and personalization of Lego, after the company witnessed millions of kids sharing their work in the “Cool Creations” section of Lego Club magazine and using Lego.com message boards to share stories and photos.
Among the new platform’s features are a Lego Emoji keyboard, exclusive content, a 3D Lego minifigure avatar creator, daily building challenges, rewards and tools to help kids build their physical Lego collections.
Kids can also choose to follow groups dedicated to certain animals, vehicles, heroes, specific Lego themes, seasonal programs and regional topics, which then inform Lego Life’s user preference-based customized newsfeed.
Additionally, Lego Master Builders will be able to share their own creations and submit building challenges to encourage more creativity and sharing on the site.
As for fun tie-ins, popular characters including Lego Batman, Master Wu from Ninjago and Emma from Lego Friends will appear within the app to offer building inspiration and comments on member builds.
In terms of safety, the platform prevents kids from sharing personal information, images or anything that could let users identify and locate one another, and all content and comments are monitored by employees certified in brand and child safety training.
Lego Life policies also adhere to the company’s safety pledge, which helps parents talk to their children about digital safety, as well as UNICEF standards, which were created to ensure child safety in developing the site.
The new platform is currently available for iOS and Android devices in the US, Canada, the UK, France, Germany, Denmark, Austria and Switzerland, with more markets launching over the next two years.
Lego Life’s arrival comes at a time when games and short-form content for kids, according to data provider App Annie, will help define the mobile market this year.