Sharing the wacky and fun things you built out of Lego is half the fun of playing with the classic construction toy, and the internet has made that even better in a lot of ways, helping Lego fans from around the world share their builds and show off their stuff. But while older Lego fans have a plethora of options in the form of Reddit communities and Flickr groups, those same online forums can be a little hostile for younger builders who are still learning their way around the internet.
To remedy this issue, Lego is taking matters into its own hands by building Lego Life, a new social network specifically designed for kids under the age of 13 to safely interact and engage in all things Lego. In other words, it’s basically a Lego-themed Instagram with strict comment restrictions, and all the ads are for Lego stuff. Users can post pictures of their Lego creations, follow users, and comment on posts with special Lego emoji. The app will also offer building challenges as a way to try and jump-start creativity in kids using the app, and new Lego sets will encourage kids to share pictures of their latest builds on Lego Life in the instruction manual.
In addition to sharing their own content, Lego Life will also serve a centralized place for kids to consume Lego marketing content, with individual product lines like Star Wars getting centralized hubs to help promote things like videos and pictures of sets. Social media accounts for Lego characters (like Ninjago’s Master Wu or Lego Batman) will also be on the app to comment on creations.
On the online safety side, Lego Life accounts are prevented from sharing any personal information — avatars are customized Lego minifigures, account names are a series of randomized words, and all images and comments are heavily moderated through a combination of an automated filter and a team of actual Lego employees who filter content. Meanwhile, any uploaded images are restricted from having text comments, instead using a set of custom Lego emoji, stickers, and prewritten responses.
Lego also has ambitions for Lego Life beyond the social sharing aspect that makes up most of the app at launch. The company envisions the Lego Life as a central hub for all of Lego’s online services: eventually, other Lego games will eventually use your Lego Life account and avatar, while Lego Boost users will be able to share instructions and code for robotic creations through the app.
Lego Life is available now on Android and iOS in the US, UK, Canada, France, Germany, Denmark, Austria, and Switzerland.