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LEGO Launches a Social Network for Kids

Dave Parrack 31-01-2017

LEGO is insanely popular around the world with adults and kids alike. However, while adults already have plenty of places online to discuss their love of LEGO, the kids have been left out. Until now, as LEGO has launched a social network for kids called LEGO Life.


LEGO Life is a new social network aimed exclusively at children aged 13 and under. This is the opposite of Facebook and other social networks, which require users to be aged 13 or over. LEGO Life can best be described as Instagram for kids who are into LEGO. Like, massively into LEGO 6 Ways Lego Can Organize Your Technology In 1932, a small toy company in Billund, Denmark launched a line of plastic bricks which could be interconnected in order to build structures and shapes. It was called Lego. Read More .

Sharing Your Love of LEGO

The basic idea of LEGO Life is to allow children to share their love of LEGO with other like-minded youngsters. To that end they can post photos of their LEGO creations, follow other users, and comment using custom LEGO emoji. There will also be building challenges issued to avoid boredom setting in.

LEGO hopes LEGO Life will be a safe space for kids to play. Users are assigned a random name when signing up, and aren’t allowed to share any personal information. Meanwhile, content and comments are moderated by a combination of filters and real people.

A Cynical Marketing Gimmick?

The ultimate aim of LEGO Life is to get kids buying more LEGO 8 Sites to Rediscover Your Love of Lego & Build up Your Collection If that old LEGO box is gathering dust in the attic, it's time to bring it out. The playset is enjoying a resurgence. But eight sites say that it never went away. Read More , obviously. Once kids start sharing creations forged using new LEGO sets, other kids are bound to want to build something similar. They’ll then start badgering their parents to buy them the sets needed. Throw in ads for LEGO sets and LEGO’s reasons for launching LEGO Life become clear. Or is that too cynical?

LEGO Life is available now on Android and on iOS in the US, the UK, Canada, France, Germany, Denmark, Austria, and Switzerland.


Do you own LEGO? Do your kids own LEGO? What do you think of the idea of LEGO Life? Are you going to actively encourage your kids to sign up? Do your kids own their own Android or iOS device to install this on? Please let us know in the comments below!

Image Credit: hotrodnz via Flickr

Related topics: LEGO, Parenting and Technology.

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  1. Leena Ingrahm
    May 28, 2017 at 7:56 pm

    Great post, thanks for the read.

  2. John McCreadie
    February 19, 2017 at 12:48 am

    I hope this is well protected and cannot be assessed by unsavory adults. It is sad but we all know it happens.

  3. Philip Bates
    January 31, 2017 at 2:55 pm

    Yes, it's a marketing ploy, but few need a further reason to buy LEGO anyway, right? I actually really like the ethos of this. Young'uns lie to get onto FB, Twitter, and the like regardless (or otherwise use an adult's account), so I can't see this encouraging bad behaviour - it's a fun way of indulging in a passion.

    My nearest LEGO store is about an hour away, and whenever I visit, I'm amazed by how packed it always is. But it's a family-friendly brand and helps kids find solutions to problems, so I'm all for it.