LEGO Group has enhanced its commitment to digital child safety by integrating a series of safety-themed challenges into its children’s social network, LEGO Life.
In an increasingly digital world, the Danish toy manufacturer believes it is important to support fun, safe and educational online opportunities for children, while minimising any potential risks. In January, LEGO Group launched LEGO Life, an app-centred social network for children under the age of 13, which is designed to be a child’s first digital social experience. LEGO Life allows young LEGO builders of all levels and interests to safely connect with a community of like-minded peers to express their creativity, share their LEGO creations, interact with LEGO characters, and inspire one another.
LEGO Life members can now participate in a couple of quizzes and a sticker challenge that promote best practices and encourage safe and positive online behaviour.
Julia Goldin, executive VP and CMO of the LEGO Group, said: “Children today are moving seamlessly between physical and digital play. LEGO Life is an innovative and safe social network for children under 13 designed to bridge this gap. We have applied decades of expertise in the development of safe and kid-friendly digital experiences with the very best features of social networks to create a fun and unique platform.”
To ensure all LEGO branded online activities live up to these standards, the company has developed a Digital Child Safety Policy to provide global direction and opportunities for learning to ensure it is delivering the most fun and safe experiences online, Goldin added.
LEGO Life also provides parents with a specific Digital Safety section that conveys the LEGO Group’s approach to digital safety and illustrates the ways in which LEGO Life focuses on the safety of their children. The LEGO safety pledge is a method for parents to talk to their children about digital safety while establishing a shared commitment to ground rules for online social behaviour.
Goldin said: “LEGO Life testing identified that parents understand that social media is as much a part of their children’s lives as it is their own and there is overwhelming support in the LEGO Group being a trusted partner in engaging their children socially.”