Lego is offering children a new avenue to pursue their creativity with a dedicated social network designed to allow budding builders to share their blocky creations with the wider community.
The Instagram-style platform is geared toward sharing photos of individual creations, providing a forum for those aged 13-years-old and under to come together as a stepping stone to the wider internet.
Lego life offers a safe environment in which to interact with stringent comment restrictions and advertising limited solely to Lego products, within which members can follow other users and post emoji or pre-scripted responses to the work of others.
To spice things up Lego will also test children with regular building challenges while hub segments of the site will be dedicated to popular product lines such as Star Wars and Batman. Scripted social media accounts for popular figurines such as Ninjago’s Master Wu will also be thrown into the mix.
In an effort to reassure parents account holders will be prevented from sharing any personal information and avatars will be limited to customised Lego minifigures.
Available now in the US, UK, Canada, France, Germany, Denmark, Austria, and Switzerland on iOS and Android Lego Life is being lined up as a central hub for the Danish toy giant’s entire online services as part of a global overhaul of its business.
All interactions on the platform will be heavily moderated by way of an automated filter and team of moderators.