Lego has figured out how to stay relevant in the digital age

For example, Lowe showed me a photo of horses he attempted to upload to the service; the image was rejected because it didn’t include any Legos.

But Lego isn’t stopping at ensuring its network keeps kids’ identities private; the company has also taken steps to make sure that users receive positive reinforcement for their submissions. To do that, the toymaker has created its own Lego Emoji Keyboard.

The keyboard includes emojis of Lego minifigures, characters, and random objects. Of course, if the internet has taught us anything, it’s that where there’s a will to leave horrendous anonymous comments on someone’s social media post, there’s a way. So Lego will also monitor all comments left on kids’ posts.

The app underwent beta testing in the U.K. where Lego said it saw 40% to 50% user engagement, which is a rather high amount for such a small network. Then again, the kids who are most likely to sign up for Lego Life are probably huge Lego fans to begin with, so they’d naturally engage with the app.

If Lego Life can keep kids in the world of Lego for a few years longer than previous generations, it could prove to be a boon for the company. Of course, there’s always the chance that the app will only draw in truly passionate Lego fans who would have stuck with the company’s toys regardless of their age.

We’ll find out soon enough.

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