History of LEGO Life

LEGO Life's history is a long and evolving one. The community has grown from simply a place for kids to share mediocre LEGO builds to a safe place for creatives of all ages.

The Beginning
LEGO Life launched January 30, 2017. Its initial source of marketing was the LEGO Website and the LEGO Club magazine. In the magazine, they advertised it as an alternative to the LEGO Club magazine, which was changing in name and now cancelling subscriptions for those over the age of nine. Many users flocked to the app from these ads, and the community was born.

The only thing really to do was to post builds. So that's what they all did, until a user under the name of AdmiralFiendishVulture made the Dark Side LL's first and biggest Club. This Club ended being the meeting place for many of LL's most influential users to meet, such as EnsignPlacidBraptor and AmbassadorMaskedZane. It spurred many more Clubs, including The Light Side, a Dark Side rival.

AMZ soon started a movement on the app for LEGO Harry Potter's return. Hundreds of users made posts campaigning for the dead LEGO theme, and it was a success. The theme was brought back in 2018. This showed the community that they had a voice, and that the app was more than just marketing, but a place for LEGO to see what was wanted from their fans.

Evolution
Soon, the app began to grow into a more sophisticated community, with users beginning to write flash-fiction sized fanfic chapters, some of these being Malfoy But Not by AMZ, Zane's Part Time Job by AFV, and Zico: A Star Wars Story, by EPB.

Soon after, AMZ found a way for LEGO fans to really communicate through the app. She invented Chats. Chats were designated LEGO made posts, videos, and challenges, designed to be designated places for users to gather and talk. LEGO was initially against this idea, though they now support it. At the time, there was only a single Chat, but now, most users have one of their own, and many run Chats for Clubs, RPs, and interest groups.

The Industrialization
After awhile, users began figuring out the algorithm to the app. The right time to post, which groups to tag. And when this happened, users figured out how to get themselves on the Home Page. While these things were first discovered by EnsignPlacidBraptor, he never used them until AssociateCourteousMorro joined the app, and brought an amount of creativity to the app that was never before seen.

This discovery lead to many people trying to become the most popular LLer. But even with the knowledge of the algorithm in mind, quality was still the most important factor to success on the app. This pushed users to begin to step up their game in content creation, and the app was made better for it.

Not long after this, Role Plays, or RPs, made their way to the app, when users from the LEGO Galleries moved to the app.