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Mobile App Manual Review under COPPA Rule: ‘LEGO DUPLO WORLD'

Sep 28, 2023 12:45:00 PM

Welcome to Pixalate’s CTV & Mobile App Manual Reviews According to COPPA, a series containing the detailed factors the Trust & Safety Advisory Board educators used to assess an app’s child-directedness.

The educators manually review thousands of mobile apps available in the Google Play & Apple App Stores as well as connected TV (CTV) apps from the Roku Channel Store and Amazon Fire TV App Store using the COPPA Rule factors shown below & make those results available to the public at ratings.pixalate.com.

This post takes a look at a popular mobile app (1 million+ downloads) from the Google Play and Apple App Stores. Our reviewer discusses how the subjective factors set forth in the COPPA Rule apply to the app and factor into the reviewer's determination as to whether the app is child-directed or general audience (i.e., it is not targeting children).

Manually reviewed in this post


The 10 COPPA Rule factors

The teacher will indicate the factors they relied upon in their assessment using the 10 factors shown below that reflect the 10 child-directed factors in the COPPA Rule.

Reviewed by: Crystal Pearson

Crystal Pearson


Likely audience after manual review

  • Google Developer: StoryToys
  • Apple Developer: StoryToys Entertainment Limited
  • Google Bundle ID: com.storytoys.lego.duplo.world.kids.play.free.friends.animals.android.googleplay
  • Apple Bundle ID: 1458749093
  • Privacy Policy
  • Crystal’s Take: Lego Duplo World is an interactive app intended for children 0-5 years of age that align with early learning outcomes.

COPPA factors used to determine audience

and and

Lego Duplo World has continuous play through virtual mini-learning games. It includes animals, buildings, and automobiles to motivate young children’s creative minds and imagination through learning. The gameplay features Lego characters and settings. Children delve into every scene to figure out how it will work and assemble anything they like. The game has no time limits or guidelines but parents control the application. There is a free and paid version. The visual content, animation, and age of the characters are directed toward children with colorful fun graphics. This app upholds imaginative abilities, developmental skills, and spatial awareness.

The app is rated E for Everyone in the Google Play store and rated 4+, made for ages 0-5. There is no age gate.


The developer’s privacy policy states, “intended for use by children under adult supervision…features for children that do not require the processing of personal data.”

Screenshots of LEGO DUPLO WORLD

About Pixalate’s Trust & Safety Advisory Board

Pixalate’s Trust and Safety Advisory Board was created to bring in individuals with experience using child-directed apps in the classroom to review and assess which apps are child-directed. This manual review process serves to quality check Pixalate’s automated review process. See our full methodology for more information.


This blog post published by Pixalate is available for informational purposes only and is not considered legal advice. By viewing this blog post, the reader understands and agrees that there is no attorney-client relationship between the reader and the blog publisher. The blog should not be used as a substitute for legal advice from a licensed professional attorney in the applicable jurisdiction(s), and readers are urged to consult their own legal counsel on any specific legal questions concerning any specific situation. The content of this blog post reflects Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees; and this blog post is not intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings pertaining to mobile and Connected TV (CTV) apps.

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