With kids increasingly looking for ways to connect with their friends digitally, and parents naturally conscious of where and how their children are interacting online, The LEGO Group has just launched a new app designed to foster a creative, collaborative and safe space for all ages – and keep them engaged in the LEGO ecosystem, naturally.
Within the app, users will be design new LEGO creations digitally, or take a share photos of their in-real-life builds complete with hashtags and other community-centric features. There’s also a feed of new videos from LEGO, mini-games and official content to interact with.
Most of all, the goal is to design an app that’s for everyone, but completely kid-safe, including a dedicated moderation team and security with verified parental consent required to access everything it has to offer. There are also no in-app purchases and there’ll be no third-party advertising, though obviously the company wants to keep LEGO products front-of-mind for its users. The app will also offer added content and features for those signed up to the company’s free LEGO Insiders Club membership.
“At the LEGO Group we want to produce digital experiences where children can safely play, be creative and have fun,” says Anna Rafferty, SVP of Digital Consumer Engagement at the LEGO Group, in an accompanying press release. “We hope the LEGO Play app will become a key destination for kids to explore their creativity, find inspiration and share their builds with other kids.”
If this all sounds familiar, it’s not the first time that LEGO has tried this, with an app that launched back in 2017 called LEGO Life offering pretty similar features, though naturally this is a more modern and hopefully robust version of that. The LEGO Play app is available right now in most regions, on iOS and Android devices. You can find links below:
