New LEGO Play App Launched

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The LEGO Group has recently launched a new app: LEGO Play. This new creative app replaces the previous LEGO Life app which was launched in 2017. With a target audience of 6-14 this app is centred around embracing and encouraging creativity.

The building blocks of childhood

So what exactly does LEGO Play have that could pull the kids away from other games? Quite a lot actually. For example the Creative Canvas, a place where kids can design and edit images. Or Brick Builder, where they can build in 3D with digital LEGO elements. Letting keen MOC builders see things from all sorts of angles! What app would be complete without personalisation? LEGO Play does so safely by allowing app users to only use pre-moderated usernames. This is on top of being able to to create their own individual minifigure avatars. Alongside all of these creative features, users can also enjoy a whole host of minigames. Of course what would a LEGO app be without LEGO content?  In the app’s dedicated video feed there is plenty of LEGO content to inspire a whole host of builds.

Fun in Moderation

Internet Safety is a big issue amongst parents, myself included. So you’ll be glad to read that all personalisation features in this app take into account user safety. Every user will remain anonymous as no personal information is shared. Alongside having to be involved during the sign up process LEGO Play also uses Verified Parental Consent. This ensures parents have full visibility on which activities their child can access. Those aren’t the only safety features. The app will also have a dedicated moderation team to ensure LEGO Play is a friendly, inclusive and positive environment. Something I was really happy to read as whilst this is not a social media app, there are definitely elements within it. And we all know how toxic social media can be.

An official LEGO Play image. Showing a black minifigure with green hair tied into spacebuns. They are holding a heart made of LEGO with a lego controller accessory balancing on top. Around them are lots of hearts made from different lego pieces
Lego Loves Play

“At the LEGO Group we want to produce digital experiences where children can safely play, be creative and have fun,” said Anna Rafferty, SVP of Digital Consumer Engagement at the LEGO Group. “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.”

LEGO Play is currently available in 76 countries and 25 languages across the Google Play app store and the Apple App store.

 

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