Lego starting social network for children

The app, which is free for Android and Apple devices, is due to arrive in New Zealand by the end of the year.

The app, which is free for Android and Apple devices, is due to arrive in New Zealand by the end of the year.

Lego, the maker of the one of the world's most popular toys, is starting a social network for children under 13.

Lego Life will look a bit like Instagram but you can't upload photos of humans or write nasty comments.

The idea is for children to share their Lego creations and get news about their favourite characters. It also features quizzes and building challenges.

The app, which is free for Android and Apple devices, is available now in the United States and Britain and is due to arrive in New Zealand by the end of the year.

READ MORE: 10 rules for social media newbies

Lego has included lots of restrictions in the app in an attempt to keep it safe for kids. For example, you create your profile picture from images of Lego rather than a real picture.

You can only make comments using prewritten responses of custom Lego emojis and stickers, and your username is generated from silly words mixed together.

Lego also said it would check every image that's uploaded.

The other good news for parents is that there are no in-app purchases available.

However, there are lots of ads and the app should be seen as a marketing tool by Lego.

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According to the BBC, the site does not collect any personal information and tracking is not enabled.

 - Stuff

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