Lego Life


Lego Life was a social media app and a magazine, both produced by The Lego Group.

App

Development and launch

According to Lego, the idea for Lego Life originated in monitoring how children shared their Lego builds in LEGO 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.
The app was released for Android and iOS 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 would be replaced on August 15, 2024, by LEGO Play.

Usage

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. The app did not offer in-app purchases, however ads for Lego were present within it. If parental consent was obtained, the app unlocked features such as commenting with free text instead of the emoticons offered by default.
Lego Life was used by approximately 9 million children around the world, across 78 countries.

Reception

SAFE.BecauseFamily.org praised the concepts and challenges presented to children, but criticised the merchandising and advertising aspect of the app. 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".

Magazine

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 the Lego Club Magazine, it was produced in hard copy and digital versions. In November 2024 the name was changed to simply Lego Magazine.

Awards and nominations