Lego Life, the Lego social network for children under 13

In order to keep young followers of the construction games engaged after they switch their toys over smartphones, Lego has launched an Instagram-style social network for kids. Your name: Lego Life.

According to The Verge, Lego Life allows users ages 5 to 13 to share their own creations in a tightly controlled environment designed to keep them safe. Kids can create a Minifigure avatar to represent themselves and accompany photos of their buildings with Lego, as well as comment on others' posts with personalized Lego emojis.

There are also building challenges, stickers and activities to keep children active on the social network. They are joined by groups of followers based on several Lego franchises and profiles of prominent characters in the Lego universe that can be followed to get updates of photos and videos.

To keep children safe, there is a dedicated team of moderators who look for photos that show personal information and identity, and it is not possible to converse directly with other users.

Although the application is completely free, in the social network there are ads of Lego products. In addition, Lego Life accounts will partner with other Lego digital products to purchase and play. The application is available in the US, UK, Canada, France, Germany, Denmark, Austria and Switzerland, with versions for Android and iOS. Parents who want to try it before enrolling their children can browse Lego Life without registering.

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