Introducing: LEGO® PLAY – A New App To Help Children Unleash Their Creative Superpowers

Billund, 13th August 2024: The LEGO Group has recently launched LEGO® Play, a new kid-safe, creative app for all brick lovers, builders, and creators!

The new app will allow kids to bring to life their own creations and share with friends, watch videos and play games, along with a whole host of other experiences to help them unleash their creative super-powers, in an environment specifically designed for the builders of tomorrow, centered around LEGO play.

Users can enjoy new tools like creative canvas, where they can edit and design images, and brick builder, where they can build with digital LEGO elements in 3D, helping kids channel their creativity and imagination through experimentation. This creativity can be further showcased through the personalisation features on offer, with the app allowing users to create their own fun, pre-moderated username and individual LEGO avatars.

These personalisation features also take into account user safety, by allowing them to remain anonymous, with no personal information being shared. In addition to this, to ensure that LEGO Play stays a safe place to explore for younger builders, the app uses Verified Parental Consent, ensuring parents have full visibility on which activities their child can access.

The app will also have a dedicated moderation team to ensure LEGO Play continues to be a friendly, inclusive and positive environment.

“At the LEGO Group we want to produce digital experiences where children can safely play, be creative and have fun,” said Anna Rafferty, SVP of Digital Consumer Engagement at the LEGO Group. “We hope the LEGO Play app will become a key destination for kids to explore their creativity, find inspiration and share their builds with other kids.”

Users will also be able to enjoy a whole host of minigames, to ensure there’s never a dull moment. And if that wasn’t enough, kids will be able to discover fun and engaging LEGO content in the app’s dedicated video feed to inspire them as they build.

LEGO Play is currently available in 76 countries and 25 languages across the Apple App Store and Google Play Stores. For information on LEGO Play you can visit www.lego.com/en-us/apps/play-app.

LEGO Group Press Office:  
media@lego.com

About the LEGO Group

The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com.