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Type of site | Social media |
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| URL | www |
 | Parts of this article (those related to article) need to beupdated. The reason given is: Lego Life is now discontinued, The predecessor is Lego Play. Please help update this article to reflect recent events or newly available information.(January 2025) |
Lego Life was the name for a social media app and magazine, both produced byThe Lego Group.
According to Lego, the idea for Lego Life originated in monitoring how children shared theirLego builds inLEGO Club Magazine's "Cool Creations" section and posted their creations on the company's message boards. Lego Life was developed to transfer this desire to share creations into an online environment.[1][2][3]
The app was released forAndroid andiOS on 31 January 2017. It was initially launched in the United Kingdom, United States of America, Canada, France, Germany, Denmark, Austria and Switzerland. Lego then officially announced that it will be replaced on August 15, 2024, by LEGO Play. This event has sparked numerous posts with the hashtag; #saveLL. Their efforts may of affected the original close date: July 5th, which was moved to the current one.[citation needed]
Lego Life aimed to offer an online version of the physical Lego product. A company named Crisp conducted content moderation for uploaded images before they were published on the site.[4] The app did not offer in-app purchases, however ads for Lego were present within it.[5] If parental consent was obtained, the app unlocked features such as commenting with free text instead of the emoticons offered by default.[6][non-primary source needed]
Lego Life was used by approximately 9 million children around the world, across 78 countries.[7]
SAFE.BecauseFamily.org praised the concepts and challenges presented to children, but criticised the merchandising and advertising aspect of the app.[8] Similarly,Common Sense Media praised the child safety functions within the app but also noted that "there's no escape from the commercial nature of this experience".[9]
The Lego Life magazine was a quarterly publication that promoted use of Lego products. It was aimed at children between the ages of five and thirteen. Launched in 2017 as the replacement for theLego Club Magazine, it was produced in hard copy and digital versions.[10] In November 2024 the name was changed to simplyLego Magazine.[11]
| List of awards and nominations | ||||
|---|---|---|---|---|
| Year | Award | Category | Result | Ref. |
| 2018 | Webby Awards | Mobile Sites and Apps: Family and Kids | Won | [12] |
