LEGO Life is a newly-launched social network for kids under the age of 13. The digital experience lets young LEGO builders connect with a community of like-minded peers to express their creativity, share photos of their LEGO creations, interact with LEGO characters and inspire one another. Stressing safety and security, the app-based network seeks to bridge the physical and digital play experiences, innovating on social network features to add a social layer to LEGO play.
Rob Lowe, who heads LEGO Life, explains: “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.” Kids can search for their interests via hashtag categories. Kids can also share photos and participate in Lego challenges. In addition, LEGO has created its own emoji-style keyboard for the app.
Children over 13 can sign up with their own email address while those under 13 must use a parent’s email. Moderators — in character guise — are present throughout LEGO Life to provide feedback and encouragement. Rather than allowing kids to choose their own user names, they will be randomly assigned for safety and privacy purposes. The company is reportedly considering expanding the concept to the web as well.
