Lego Life is the name for a social media app and magazine, both produced by

The Lego Group Lego A/S (trade name: The Lego Group) is a Danish toy production company based in Billund, Denmark. It manufactures Lego-brand toys, consisting mostly of interlocking plastic bricks. The Lego Group has also built several amusement parks aroun ...

App

Development and launch

According to Lego, the idea for Lego Life originated in monitoring how children shared their Lego builds in LEGO Club Magazine's "Cool Creations" section and posted their creations on the company's message boards. Lego Life was developed to transfer this desire to share creations into an online environment. The app was released for Android and

iOS iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also includes ...

on 31 January 2017. It was initially launched in the United Kingdom, United States of America, Canada, France, Germany, Denmark, Austria and Switzerland.

Usage

Lego Life aims to offer an online version of the physical Lego product. A company named Crisp conducts content moderation for uploaded images before they are published on the site. The app does not offer in-app purchases, however ads for Lego are present within it. If parental consent is obtained, the app unlocks features such as commenting with free text instead of the emoticons offered by default. Lego Life is used by approximately 9 million children around the world, across 78 countries.

Reception

''SAFE.BecauseFamily.org'' praised the concepts and challenges presented to children, but criticised the merchandising and advertising aspect of the app. Similarly, ''Common Sense Media'' praised the child safety functions within the app but also noted that "there's no escape from the commercial nature of this experience".

Magazine

The Lego Life magazine is a quarterly publication that promotes use of Lego products. It is aimed at children between the ages of five and nine. Launched in 2017 as the replacement for the '' Lego Club Magazine'', it is produced in hard copy and digital versions.

Awards and nominations

References

{{Lego Lego products Social media Anonymous social media