Lego Builds An Online Community Just For Children

If you’ve spent even five minutes on social platforms like Facebook, YouTube, or Instagram, you know that they are often not kid-friendly spaces. Just scroll down to the comment section of a viral video. With users having near-free rein to write what they want, these social networks are no place for young children.

So Lego, the Danish toymaker known globally for its timeless building blocks, has created an app called Lego Life. Built specifically with kids under thirteen in mind (though older children can also join in), the online community launched last month and is a space for kids to share their Lego creations, interact with other children who love Lego, and take part in challenges that will inspire them to think imaginatively.

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Lego’s primary objective in building this app has been safety. The company consulted with children-focused organizations such as UNICEF to meet child safety regulations and keep the community safe, positive, and fun.

Each facet of the app is strictly regulated. Before a child can sign up, the app sends an email to his or her parent, asking for permission. Once given access, he or she must choose a username from suggestions Lego provides. This guarantees that no sensitive information is shared – no real names or locations. In addition, real profile pictures aren’t allowed. Instead, users create avatars.

The safety precautions don’t end once the child enters the Lego Life community. Much like on Facebook’s News Feed, users can see and share photos and comments, as well as join groups and follow topics that interest them. Of course, only Lego-related content is allowed. And in the age of cyberbullying, Lego has taken precautions to protect users from negative language or visual content. All content is screened and monitored by protective algorithms and human moderators. Users can comment on other kids’ posts, but can do so with an emoji-only Lego keyboard. And in the spirit of positivity, no potentially negative emojis are included. As a child explores the content, the feed will customize according to the user’s interests, making the app a truly personalized, interactive experience.

While Lego Life may be the company’s first real leap into the digital world, don’t mistake it as an attempt to shift away from the physical world. Rob Lowe, Senior Director at Lego Life has made it clear that the app’s intent is to inspire kids to be creative with their physical creations. Yes, they want children all over the world to use the app, share their ideas, and be inspired. But they want to encourage users to put down the smartphones and tablets and build with their hands. That is, after all, what Lego does best.