Lego creates social network for ‘brickheads’ aged 13 and below

With Lego Life, kids get a safe environment to practice sharing their creations on social media, as well as help keep their interest in brick-building. Image: Lego

Kids these days may be more preoccupied with their smartphones and tablets but that doesn’t mean they can’t enjoy playing with Lego bricks anymore. Lego’s new social media for ‘brickhead’ kids could even inspire them to build more.

Dubbed Lego Life, its a social media platform specifically made for Lego builders aged 5 to 13 years old. It allows them to upload photos and share their creations with a community of fellow (underaged) Lego builders, reports The Next Web.

Kids will be able to create their very own Minifigure avatar to accompany photos of their Lego builds. They can also comment on each other’s posts with custom Lego emoji.

Apart from interaction with other builders, there will also be building challenges and sticker activities to keep children engaged.

As a means of keeping the kids safe, a dedicated team of moderators will monitor photos that would hint at personal information or identity. There is also no way to directly chat between users. Additionally, Lego Life accounts will be associated to Lego digital products that they buy and play.

For now, the app for Lego Life is available for Android and iOS in Austria, Canada, Denmark, France, Germany, U.K. and U.S. And while it is free, ads for different Lego products are scattered across the network.

As if building on Lego isn’t compelling enough, this new social network could potentially keep the kids’ interest in brick building far beyond their formative years. When they graduate from Lego Life and move on to the greater social media platforms, they will at least have a better idea of how it works on the bigger world of grown ups. Alfred Bayle