Lego’s new social network for kids lays the building blocks to prevent bullying.
The company launched on Tuesday a free iOS and Android app called Lego Life. The social platform children under the age of 13 share photos of their Lego creations, watch animated videos and participate in building challenges.
“One of its core purposes is to put their iPhone down and go do something else,” Rob Lowe, senior director at the Lego Group, told CNNTech.
Although various social networks such as Twitter have long struggled with online bullying, Lego wants to take a proactive prevention approach. For example, the company is baking anti-harassment tools into the platform itself.
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