And while no digital parcel is truly horror-free, Lego Life has devised some clever safeguards. This is, after all, the internet, a place that’s as reliably cruel as it is gross. As kids start to like certain types of content, or builds from certain users, their feeds will start to adjust accordingly.Īt this point, and even more so if you have kids, you may be cycling through all of the ways in which this could go terribly wrong. There’s even a “visualized hashtag system,” as Lowe calls it, that lets kids quickly navigate to their favorite Lego sets or themes. “If you put a little constraint in, it helps things creatively.” Rather than let the possibilities of a pile of bricks overwhelm, Lego Life will suggest something as simple as building something green. “It’s a mix of user-generated content, things they make themselves, and things that we’ve created, like challenges” that are the Lego version of a writer’s prompt. “When you first use the feed, it’s kind of random,” says Rob Lowe, who headed up Lego Life.
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