Lego Play is a new kid-safe, creative app for all brick lovers, builders, and creators. It originated as the Lego Life app and has been relaunched as part of a major rebrand.
The new app will allow kids to bring to life their own creations and share with friends, watch videos and play games, along with a whole host of other experiences to help them unleash their creative super-powers. Users can enjoy new tools like creative canvas, where they can edit and design images, and brick builder, where they can build with digital Lego elements in 3D, helping kids channel their creativity and imagination through experimentation.
This creativity can be further showcased through the personalisation features on offer, with the app allowing users to create their own fun, pre-moderated username and individual Lego avatars.
“At the Lego Group we want to produce digital experiences where children can safely play, be creative and have fun”
The personalisation features also look after users’ safety by allowing them to remain anonymous, with no personal information being shared. In addition to this, to ensure that Lego Play stays a safe place to explore for younger builders, it uses Verified Parental Consent, ensuring parents have full visibility on which activities their child can access.
The app will also have a dedicated moderation team to ensure Lego Play continues to be a friendly, inclusive and positive environment.
Anna Rafferty, Lego’s SVP of digital consumer engagement, said: “At the Lego Group we want to produce digital experiences where children can safely play, be creative and have fun. 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.”
Users will also be able to enjoy a whole host of minigames, to ensure there’s never a dull moment. And if that wasn’t enough, kids will be able to discover fun and engaging Lego content in the app’s dedicated video feed to inspire them as they build.
Lego Play is currently available in 76 countries and 25 languages across the Apple App Store and Google Play Stores.
