Children are increasingly looking for ways to connect with their friends digitally, and parents are naturally conscious of where and how their children are interacting online. The LEGO Group has therefore just launched a new app designed to create a creative, collaborative and safe space for all ages, naturally integrating them into the LEGO ecosystem.
Within the app, users can digitally design new LEGO creations or share photos of their real-world creations with hashtags and other community features. There is also a feed of new LEGO videos, mini-games and official content to interact with.
Above all, the aim is to create an app that is suitable for everyone but completely child-safe. This includes a dedicated moderation team and security with verified parental consent to access all the offerings. There are also no in-app purchases and no third-party advertising, although the company naturally wants to keep LEGO products at the forefront for its users. The app also offers additional content and features for those who have signed up for the company’s free LEGO Insiders Club membership.
“At the LEGO Group, we want to create digital experiences where children can play safely, be creative and have fun,” says Anna Rafferty, SVP of Digital Consumer Engagement at the LEGO Group, in an accompanying press release“We hope that the LEGO Play app will become an important place for children to explore their creativity, find inspiration and share their builds with other children.”
If this all sounds familiar, it’s not the first time LEGO has tried this. An app called LEGO Life launched in 2017 offers fairly similar functionality, although this is of course a more modern and hopefully more robust version of it. The LEGO Play app is currently available on iOS and Android devices in most regions. Links can be found below:
