Everyone’s favourite construction toy company, LEGO, has launched a new service, a social network for kids.
The service, named LEGO Life, aims to provide children under the age of 13 with a safe online space where then can post photos and comments, all themed around the toy-maker’s products.
Where the site differs from the likes of Instagram and Facebook, however, is the strict restrictions applied to what can be posted, minimising the process by providing prewritten responses and custom LEGO emojis and stickers.
LEGO Life has launched with a new app which requires a parent’s details in order to sign up, though adults themselves can also join the network. Continuing the theme of safety, no personal information or profile photos will be required to sign up, instead a user will be able to select from a collection of minifigure avatars.
As well as posting LEGO creations, users can also log on to receive building challenges and activities to encourage creativity, much like the interactive games currently available on the company’s website. The service will also serve as a centralised place for LEGO’s smorgasbord of marketing content, with flagship themes such as Star wars having their own individual hubs. The only adverts on the network are from LEGO themselves, though it is unclear how frequently they will be distributed and whether they will be directed based on the user online activities.
Lego Life is available now on Android and iOS in the US, UK, Canada, France, Germany, Denmark, Austria, and Switzerland.
For more information on LEGO life, head over to the official site.