The LEGO Play App Provides a Kid-Safe Space for Builders of All Ages
Laura McQuarrie — August 14, 2024 — Marketing
References: kids.lego & press-start.au
LEGO allows for amazing and creative builds, and sharing standout designs on the new LEGO Play app empowers kids to showcase their work and connect with other young builders who appreciate and collaborate on inspiring ideas. The LEGO Play app provides a kid-safe, interactive space for builders of all ages to share photos of real-life builds, watch videos from the iconic brick building block company and play mini-games. The app also offers additional content and features for those signed up for the company’s free LEGO Insiders Club membership.
Within the app, there are no in-app purchases offered and no third-party advertising, underscoring its commitment to safety for the youngest members of the global LEGO community.
In 2017, LEGO launched the LEGO Life app with similar features, and this next-gen app offers a more robust digital experience for builders of all ages.
Within the app, there are no in-app purchases offered and no third-party advertising, underscoring its commitment to safety for the youngest members of the global LEGO community.
In 2017, LEGO launched the LEGO Life app with similar features, and this next-gen app offers a more robust digital experience for builders of all ages.
Trend Themes
1. Kid-safe Digital Communities - Apps providing safe, moderated spaces for children allow brands to build trust and engage younger audiences in digital environments.
2. Interactive Play Platforms - Integrating games, videos, and social networking enhances the digital experience and encourages user interaction and prolonged engagement.
3. Branded User-generated Content - Encouraging users to share their own creations fosters a sense of community while promoting the brand organically through user-generated content.
Industry Implications
1. Toy Manufacturing - Expanding into digital platforms presents opportunities for toy companies to innovate and keep pace with changing play patterns.
2. Child-safe Technology - Developing secure and ad-free digital environments for younger users is crucial for tech companies aiming to build family-friendly products.
3. Social Media - Creating niche social platforms tailored to specific interests opens new avenues for user engagement and content sharing.
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