Lego has launched a social network exclusively for under-13s on a new app branded Lego Life. The app lets children post photos of their Lego creations and comment on others – but with strict restrictions on how they can interact with fellow users. Text comments aren’t allowed but users can either use prewritten responses or Lego emoji and stickers to converse.
To keep users safe, they won’t be asked for any personal information or photographs and the app doesn’t have tracking enabled. Instead, avatars are Lego figures and account names are randomly generated words.
Lego hopes in future the app will expand to become a central hub for all its services, including games and building manuals. All the adverts on the network are for Lego’s own products.