LEGO Life relaunches as LEGO Play, finishing major rebrand
The LEGO Life app has been relaunched in the form of LEGO Play as part of a major rebrand covering the website, magazine and more.
The transformation of LEGO Life to LEGO Play appears to be complete with the relaunch of the service’s tie-in app earlier this month, offering children a safe space online for all things LEGO. Recently, the service’s magazine was rebranded to put Max front and centre once more too.
The new app is available for free on IOS and Android devices with the same functions as the LEGO Play website. This includes an avatar minifigure maker, LEGO characters to follow, videos to watch and the ability to share and discuss custom creations in a safe online environment.
“At the LEGO Group we want to produce digital experiences where children can safely play, be creative and have fun,” said Anna Rafferty, SVP of digital consumer engagement at the LEGO Group.
“We hope the LEGO Play app will become a key destination for kids to explore their creativity, find inspiration and share their builds with other kids.”
LEGO Play is also the home of notable exclusive content including NINJAGO’s latest series of shorts and an animated LEGO City show. The app will make it easier to view these and other videos on the go. Anyone with a LEGO ID should be able to set up their LEGO Play account and there are plenty of customisation options for your minifigure avatar.
The LEGO Play app is currently available in 76 countries and 25 languages, available to download now for free on compatible Android and IOS devices.
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- LEGO has been a part of my life ever since I was young. It all started when my brother passed down 7657 AT-ST to me. It’s guided me through my early years, through school and eventually through my degree in journalism. I still have all my collection proudly on display, including my many NINJAGO sets, my favourite of all the LEGO Group’s themes. Outside of Brick Fanatics I am an avid gamer and enjoy a good game of Dungeons & Dragons.
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