Back in February 2017 the LEGO Group launched LEGO Life, a social network aimed at children under the age of 13.
Extending its expertise in developing quality, child-friendly digital play experiences, the app gives users the ability to upload images of creations they have made out of LEGO and comment on pictures other users have shared.
Letting peers know you like their creation can be done through clicking the heart button underneath the image, a feature similar to social network Instagram, whilst commenting is done through LEGO’s custom emoji keyboard. Children can choose to follow their peers as well as official LEGO accounts, such as Master Wu from LEGO Ninjango, Emma from LEGO Friends and LEGO Batman. LEGO Master Builders will share their own creations and provide a variety of building challenges within LEGO Life, to help inspire and encourage children to put down their device and go off and build a creation, which they can later share within the community.