At the LEGO Group, we strive to provide children with the safest possible products and experiences and have a relentless focus on product safety. This extends to ensuring we protect children in all our interactions with them, both online and offline – from the physical and digital play experiences we provide, to the calls we take in consumer services centres, to when we work with children on product testing or welcome them to our stores.
In our approach to digital child safety, we are helping to empower children to become capable digital citizens. Our aim is to educate children on how they can stay safe online when using LEGO® Life, our digital social network for kids and tweens. In 2018, we launched an update to LEGO Life, which introduces children to key safety elements while using the app. For example, they are taught to share with care, to respect fellow LEGO Life users, and to report something if it feels wrong.