Lego fans around the world can now share their builds on a new social network designed for kids.
Lego Life is a platform that's been specifically designed as a place where children can safely interact and engage with all things Lego.
The app-based platform will offer building challenges to try and jump-start kids' creativity after which users are encouraged to post pictures of their creations, follow other users, and comment on posts with specially created Lego emoji’s.
Lego Life will be supported offline by new Lego sets, and will have individual product lines such as Star Wars located in centralised hubs to help promote videos and pictures of sets.
Social media accounts for Lego characters (like Ninjago’s Master Wu or Lego Batman) will also be on the app to comment on creations.
Lego Life accounts will be prevented from sharing any personal information, including real photographs as an avatar.
Instead users will be able to choose a minifigures as an avatar, account names will be a series of randomised words and all images, and importantly, comments are heavily moderated via a combination of a automated filter and a team of Lego employees who will filter content.
Meanwhile, any uploaded images are restricted from having text comments, instead using a set of custom Lego emoji, stickers and pre-written responses.
Lego also has plans for Lego Life beyond the social sharing aspect that makes up most of the app at launch. The company envisions the Lego Life as a central hub for all of Lego’s online services: eventually, other Lego games will eventually use your Lego Life account and creations through the app.
Lego Life is available now on Android and iOS in the US, UK, Canada, France, Germany, Denmark, Austria, and Switzerland, with further territories not yet announced.