Lego has launched a social network aimed specifically at creating a ‘safe’ online space for children under 13 years of age.

Named Lego Life, the programme has been described as a child-friendly Instagram and is available at the App Store and on Google Play.

It allows kids to post pictures of their Lego creations, and comment on others, but limits what they can and can’t say.

Described by its creators as “an app full of cool stuff - an app full of your cool stuff”, custom text is banned. Instead fans will use pre-written comments or Lego-themed emojis and stickers.

LegoLife

Users will not be asked to give any personal information or photographs, and tracking is disabled. The app’s avatars are Lego mini figures and account names are random words.

There is no restriction on adults joining. Children, though, will have to use parents’ details to register. And Lego claims the social network will be heavily moderated, both automatically and by humans.

The only adverts on the app will be for Lego products and the Danish firm hopes to eventually develop the network into the central hub for all its services, including games and instructions.