In an effort to keep real identities hidden, Lego Life encourages users to create an alter ego: pick a username and accessorize a minifigure or minidoll to represent you.
But the app isn't too restrictive when it comes to exploring content.
Lego, the maker of the one of the world's most popular toys, is starting a social network for children under 13.
The new platform is now available for iOS and Android devices in the US, Canada, the UK, France, Germany, Denmark, Austria and Switzerland, with more markets launching over the next two years. All you have to do is download the LEGO Life app and you can start using cool LEGO emojis to comment on your favorite builds in LEGO Life! The Master Builders hub will set users building challenges to try and kickstart creativity, while characters from other series will be seen to comment on photos as well.
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Parents hoping for something safer than Instagram, take solace: Lego has introduced a social network for under 13s which does not allow kids to upload human photos or write snarky and/or inappropriate comments. Instead of having profile pictures, kids will get to customize their own LEGO avatars, and they can not directly chat with other players online. However, users can make Lego avatars with personalized characteristics, such as different gender, hair and outfit options.
There are also LEGO videos to watch, LEGO news updates, quizzes, and other activities.
Needless to say, since Lego has built a platform where it will potentially gather millions of users, the company also markets its own products like Lego Batman or Lego Star Wars, among others to prospective buyers, which are kids - also their users.
The app prohibits sharing of personal info or photos that could be used to identify or locate players, and users' avatars are just customized LEGO characters.
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Anyone over 13 can sign up with their own email address, but kids 13 and under need to be signed up via a parent's email.
Moderated Content All content and comments on LEGO Life are monitored by LEGO employees who specialize in moderation to ensure that it is LEGO Life-appropriate and child-friendly.
Available for iOS and Android, the free program requires a Lego ID account, as well as a parent or guardian's permission.
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