Digital child safety - About us

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.

Play safe online

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.

Explore LEGO Life

Captain Safety’s on a mission
He’s here to promote online safety on LEGO Life, advising children on everything that’s important, from what’s appropriate content to write in messages to why they shouldn’t share personal information with strangers. We encourage kids to take safety seriously by asking them to ‘digitally sign’ the LEGO Safety Pledge, which means they have understood and will follow the rules to stay safe online.
Setting the standard with UNICEF
The LEGO Group has an ongoing partnership with UNICEF. We developed industry-first policies to strengthen child safeguarding and created the Child Online Safety Assessment tool (COSA) that other companies can use to improve their own online safety. Find out more:
Our partnership with UNICEF

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.

LEGO® Approach to digital safety and Responsible Child Engagement

We’re serious about safe play

Let’s talk openly with children

Safe social media for kids

Captain Safety’s on a mission

Setting the standard with UNICEF

A wholehearted commitment

Safety tips for parents