We’ve recently read that disliking LEGO makes you a psychopath…Anyway, we’ll assume if you’re reading this article on LEGO Life that:

1) You’re interested in LEGO

2) You’re not a psychopath.

All jokes aside, LEGO has been a household name for many generations, and the company is adapting to the ever-changing future.

With successful movies, games, and toys, LEGO is expanding its reach with LEGO Life, a social media platform specifically for kids.

The New LEGO Platform (iOS & Android)

Source: lego.com

So, where do we begin?

For starters, the company prioritizes protecting the identities of its young user-base. Kids under the age of 13 must get permission from their parents to sign-up for LEGO Life.

Furthermore, users are given a randomly generated in-game name and are not allowed to upload a profile picture of themselves.

Instead, they can create an avatar with access to a range of different styles.

Features of LEGO Life

In this app, there are a wide variety of features that mimic popular social media platforms. The main news feed consists of content ranging from user creations to community suggested builds.

Also, there are many branded characters, such as LEGO Batman, that will post on the feed.

Senior director at LEGO Life, Rob Lowe, comments:

“It’s a mix of user-generated content, things they make themselves, and things that we’ve created, like challenges.”

Users can do a variety of things such as:

  1. Create and customize a personal avatar
  2. Share creations with the community on the news feed
  3. Follow famous LEGO characters
  4. Complete building challenges

With this basic social media model, kids can interact with one another and get creative on building!

Safety in Socializing

Source: techcrunch.com

As mentioned before, safety is one of the main priorities of LEGO Life.

LEGO partnered up with a content moderation company that checks every image before it is posted on the site. So every image or video that is posted must be LEGO related or it will be taken down to ensure the safety of its users.

However, according to Rob Lowe, kids were uploading selfies that were taken down:

“Because children are devilishly adaptive, they took those same pictures, but put Lego minifig stickers over their faces in the app, leading to an extensive internal debate over whether even that was overly identifying”

Images and videos weren’t the only safety concern as LEGO took a creative route and enabled an emoji-only keyboard.

While this may seem strange at first, it actually teaches kids how to effectively use emojis, as they are the universal language of social media.

Since the LEGO Life app is available in 8 countries and multiple languages, emojis eliminate the language barrier potentially presented.


So was this a successful move by LEGO?

On the Apple store, the app has a 3.2/5 rating, while on Android it has a 4/5 rating.

The comments contain mostly positive reviews; however, many negative reviews were based on the app’s content moderation system.

One parent commented on how her child’s creation was rejected because it was Five Nights at Freddy’s themed. Other users stated that the app became stale due to its restricted nature.

However, most users love the app and believed that it was a great way for their children to learn social media.

Thank You!

We hope you enjoyed the read! Be sure to check out our other content on the latest tech trends and San Diego Startups!

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