Digital child safety

girl taking a photo of her LEGO creation
The LEGO Group is committed to ensuring children can play safely by delivering world-class safety-by-design experiences that enable them to engage safely online while having fun. As part of our partnership with UNICEF, we are committed to ensuring we implement best practice, and we work together to inspire other business to do the same. There are unique challenges in developing digital content for young audiences, and we take steps to properly safeguard children and support their wellbeing when they’re online.
kids digging into a pile of LEGO bricks
Captain safety from the LEGO life app
A safety-by-design approach is used in LEGO Life, our social media app for children and our digital games. With this approach we address any safety and child rights issues early on in the design and development process. Examples of digital safety features are verifiable parental consent, randomised app-generated usernames and moderation of all uploads and posts
To promote safety online we launched the character Captain Safety on LEGO Life. The character introduces children to what it means to be safe online and advises children on everything from what is appropriate content to write in messages and why you shouldn’t share personal information with strangers. Kids are asked to ‘digitally sign’ the LEGO Safety Pledge, which means that they have understood and will follow the rules to stay safe online.
child and mother playing with a iPad
Together with UNICEF we have developed the Child Online Safety Assessment (COSA) tool. This provides instructions and advice for companies working with information and communication technology in assessing how children’s rights can be integrated into their digital operations. It aims to empower companies to strengthen their child protection policies, codes of conduct and due diligence processes. We have also participated in a UNICEF ‘Games and Children’s Rights’ analysis.
The UN Convention on the Rights of the Child is a widely-ratified, international statement of children’s rights. We helped connect the original statement, which is now 30 years old, with children’s lives today and how they are influenced by the online environment.
father and two children playing with a digital device