LEGO® Approach to digital safety and Responsible Child Engagement
We’re serious about safe play
Play is such a vital way for children to learn and grow. As a brand that’s all about play, we’re dedicated to ensuring it’s safe, whether in the real or the digital world. That’s why we were the first toy company to partner with UNICEF and set new standards in everything we do.
Let’s talk openly with children
Check out our Build & Talk activities for fun ways to start a conversation with kids about digital safety and wellbeing.
Safe social media for kids
Our online experiences are safe-by-design, like our social media platform LEGO Life that avoids sharing personal information, images and locations. Instead, we use a random 3-word generator to give every child a funny name like ‘DukeCharmingShrimp’ or ‘ChairmanWilyDolphin.’ And in place of real photos, kids create their own LEGO avatars. Comments are controlled with specially designed LEGO emojis to keep things positive and fun, and the site is monitored by trained moderators. The safe-by-design policy extends to our digital games as well.
A wholehearted commitment
We committed to the Children’s Rights and Business Principles – a 10-point charter that ensures companies respect children’s rights and safeguard their wellbeing. That meant a global process for employee screening, responsible marketing and setting standards for the partners we work with. And we hope to inspire other companies to follow in due course.
Safety tips for parents
More tips to help you keep your kids safe online, inspired by our partner in safety - UNICEF.