Lego has been named the world’s most powerful brand. The recent success of its films, The Lego Movie and The Lego Batman Movie, have helped push the brand above other names such as last year’s leader, Disney. Its cinematic success has driven the power of the brand, alongside the company’s recent venture into social media with the launch of Lego Life. Launched as a “safe” social media site aimed at under-13s, Lego Life works as a Lego-themed picture sharing platform. Users can post images of their digitally-created Lego creations, comment on friends’ images with custom Lego emojis, and enter Lego-themed challenges on the app. Personal information is not required to sign up to the site in order to protect its users, and posts are heavily moderated.