Lego Life#Magazine
{{short description|Social media app created by Lego}}
{{Cleanup press release|1=article|date=December 2020}}
{{Infobox website
| name = Lego Life
| logo = Lego_Life_app_logo.png
| url = {{URL|https://www.lego.com/en-gb/life}}
| type = Social media
| language =
| author =
}}{{Outdated|part=article|date=January 2025|reason=Lego Life is now discontinued, The predecessor is Lego Play}}Lego Life was a social media app and magazine, both produced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.{{Cite web|last=Perez|first=Sarah|date=31 January 2017|title=LEGO Life is a new social network where kids can share their creations|url=https://techcrunch.com/2017/01/31/lego-life-is-a-new-social-network-where-kids-can-share-their-creations/?guce_referrer=aHR0cHM6Ly93d3cuYmluZy5jb20v&guce_referrer_sig=AQAAAAKTAFS_o1u0hrku5KZIfMlzKIV0ijSLCHYNqw9Hycyp1l28eHtxFi4rPRwpy3M1Wz5VrYwumounuWV-Qhu76Pap4VXWRZDg8CfkPkilMPwyClHz-c3h0z1gBFyyX6i_X8vMflX5ZptpYY0_MvBFv8TbECdSrda-HPzX1yfdRjiM&guccounter=2|access-date=16 November 2020|website=Tech Crunch}}{{cite web |url= https://www.lego.com/en-my/aboutus/news/2019/october/safer-internet-day |title= LEGO Life launches quiz challenges to promote online safety for children |date= 7 February 2017 |website= Lego.com |access-date= 8 January 2021 |archive-date= 10 January 2021 |archive-url= https://web.archive.org/web/20210110131108/https://www.lego.com/en-my/aboutus/news/2019/october/safer-internet-day |url-status= live }}{{cite web |url= https://www.lego.com/en-my/aboutus/news/2020/november/build-talk-cyberbullying |title= The LEGO Group launches new range of activities to help the whole family feel empowered to act against cyberbullying |date= 16 November 2020 |website= Lego.com |access-date= 2 December 2020 |archive-date= 10 January 2021 |archive-url= https://web.archive.org/web/20210110131117/https://www.lego.com/en-my/aboutus/news/2020/november/build-talk-cyberbullying |url-status= live }}
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 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|date=December 2020}}
= 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.{{Cite web|date=31 January 2017|title=Lego Life social network looks amazing but is it safe?|url=https://www.guidingtech.com/64310/lego-life-kids-social-network/|access-date=16 November 2020|website=Guiding Tech}} The app did not offer in-app purchases, however ads for Lego were present within it.{{Cite web|last=Anderson|first=Jenny|date=31 January 2017|title=Lego is starting a "safe" social network for children|url=https://qz.com/899369/lego-is-launching-legolife-a-safe-social-network-so-children-under-13-dont-have-to-use-instagram/|access-date=16 November 2020|website=Quartz}} If parental consent was obtained, the app unlocked features such as commenting with free text instead of the emoticons offered by default.{{Cite web|title=Verified Parental Consent - Lego Life|url=https://www.lego.com/en-gb/life/verified-parental-consent|access-date=17 November 2020|website=Lego}}{{primary source inline|date=December 2020}}
Lego Life was used by approximately 9 million children around the world, across 78 countries.{{Cite web|date=16 November 2020|title=LEGO announces new activities to teach kids about cyberbullying|url=https://finchannel.com/business/79367-lego-announces-new-activities-to-teach-kids-about-cyberbullying-2|access-date=17 November 2020|website=The Financial}}
= Reception =
SAFE.BecauseFamily.org praised the concepts and challenges presented to children, but criticised the merchandising and advertising aspect of the app.{{Cite web|date=7 February 2017|title=LEGO Life is a Social Network for Your Masterbuilder|url=https://safe.becausefamily.org/lego-life-is-a-social-network-for-your-masterbuilder/|access-date=16 November 2020|website=SAFE.BecauseFamily.org}} 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".{{Cite web|last=Matte|first=Christy|title=LEGO Life - Create, share & discover|url=https://www.commonsensemedia.org/app-reviews/lego-life-create-share-discover|access-date=16 November 2020|website=Common Sense Media}}
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.{{Cite web|date=12 November 2020|title=LEGO Life magazine offers completely free subscriptions|url=https://www.brickfanatics.com/lego-life-magazine-offers-completely-free-subscriptions/|access-date=18 November 2020|website=Brick Fanatics}} In November 2024 the name was changed to simply [https://www.lego.com/en-us/magazine/faq Lego Magazine]. {{Cite web |date=2025-01-01 |title=LEGO® Magazine - FAQ |url=https://www.lego.com/en-us/magazine/faq |access-date=2024-11-18 |website=LEGO® Magazine |language=en-US}}
Awards and nominations
| class="wikitable" style="font-size:90%;" |
| colspan="5" style="background:#B0C4DE;" | List of awards and nominations |
|---|
| style="background:#ccc;" | Year
! style="background:#ccc;" | Award ! style="background:#ccc;" | Category ! style="background:#ccc;" | Result ! style="background:#ccc;" | Ref. |
| 2018
| Mobile Sites and Apps: Family and Kids | {{Won}} |