Building a Safe Digital Environment for Kids

At the LEGO Group, we create digital experiences where children can safely play, be creative and have fun. We believe that children deserve digital play experiences that put their best interests at heart; where experiences and engagements are designed and embedded with their rights, safety and well-being at the core. That’s why we strive to build online experiences which are age-appropriate and safe-by-design, so that children can enjoy online opportunities with reduced risk and increased resilience.

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All Kids Anonymous

Kids can now come up with and use their own fun usernames (that will be pre-moderated) and create their own LEGO® avatar, so they remain anonymous and no personal information is shared.

To make sure that the LEGO® Play app stays a safe place to explore, we have introduced Verified Parental Consent.

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All Kids Safe

Our moderation team makes sure that only appropriate images and information are posted so the app stays a friendly, positive place.

All Kids Welcome

We want to embrace and celebrate all kids in our experiences, and we encourage them through special creative challenges and stickers to celebrate and express what makes them unique.

All Kids Supported

Our code of conduct is filled with useful tips and tricks on being responsible digital citizens. All members are introduced to how they should behave in the app through the Safety Pledge and are provided periodic reminders as they continue to explore LEGO® Play.