As of August 2023, the LEGO Group’s loyalty scheme is rebranding to LEGO Insiders (previously LEGO VIP). Find out everything you need to know about how LEGO Insiders works, how it differs from LEGO VIP, and how you can take advantage to maximise savings and rewards.
What is the LEGO Insiders program?
The LEGO Insiders program is the new umbrella term for all of the LEGO Group’s online experiences, bringing together LEGO ID, LEGO VIP, LEGO Life, LEGO Ideas and more into a single account. It’s also a direct rebranding of LEGO VIP, so is the home of the company’s loyalty program, through which you can earn Insiders points on purchases and spend them on discount vouchers and exclusive rewards.
How is LEGO Insiders different to LEGO VIP?
There’s one major difference between LEGO VIP and LEGO Insiders: the ability to earn loyalty points no matter where you shop. While you could previously only earn LEGO VIP points on purchases made through LEGO.com and in LEGO Stores, now you can earn bonus points by scanning the QR code on the instructions in your sets, regardless of where you’ve bought them.
You’ll get a flat 20 points on every set no matter the size or cost, so it’s only a small return, but it’s better than nothing – especially given you’ll still earn regular Insiders points at the LEGO Store, or be able to take advantage of discounts through third-party retailers, on top of those bonus points.
Why is LEGO changing from VIP to Insiders?
Beyond bringing all its online experiences together under one virtual roof, the LEGO Group says it’s moving away from the VIP branding to make its loyalty scheme more inclusive. LEGO Insiders Global Director Jason Whiting has explained that the previous name was seen as ‘something very much unattainable to a lot of users’, while Insiders ‘resonated with people wanting to become closer to the brand’. Basically: it’s a marketing thing. But for all intents and purposes, the program is pretty much the same.
What will happen to my LEGO VIP points?
Whether you’ve got 100 or 10,000 VIP points (or even more!) in the bank, they’ll transfer over to Insiders points at a 1:1 rate. Their value won’t change, and you’ll be able to spend them exactly the same way as previously – so as far as your current LEGO VIP points stash is concerned, the switch to LEGO Insiders is completely cosmetic.
When is the LEGO Insiders program launching?
LEGO Insiders launches on August 21, 2023. At that point, all LEGO VIP branding will switch to LEGO Insiders, LEGO VIP points will become LEGO Insiders points, and the VIP Rewards Centre will become the Insiders Rewards Centre.
How much does the LEGO Insiders program cost?
Like the LEGO VIP program before it, LEGO Insiders is completely free to join, and there are no membership fees. The price you pay for the benefits you receive is sharing your purchasing habits with the LEGO Group – particularly if you register your sets for the bonus 20 VIP points, which will give the company even greater insights into the products you’re buying. It’s apparently all geared around more tailored marketing, including personalised emails that better speak to the sets you might be interested in (rather than already own).
How do I join the LEGO Insiders program?
To join the LEGO Insiders program, all you need to do is create an account through any one of the LEGO Group’s platforms, such as LEGO Ideas, LEGO Life or LEGO.com. A single account will grant you access to every facet of the online LEGO experience. Once you’ve signed up, head to LEGO.com and log in: the shortcut to your Insiders account will be in the top right of the screen.
You can also join the program at your local LEGO Store by speaking to a member of staff, or over the phone by finding the relevant number for your country through the LEGO customer service portal.
How do I earn LEGO Insiders points?
There are multiple ways to earn LEGO Insiders points, most of them the same as earning LEGO VIP points: order products directly from LEGO.com while signed into your Insiders account; buy them in-store while presenting your physical or digital Insiders card (or providing the email address on your account); and complete activities in the Insiders Rewards Centre, such as surveys and quizzes.
With LEGO Insiders, however, you can also earn points on sets you’ve purchased through other retailers. All you need to do is register your set by scanning the QR code in the instruction manual, which will see a flat 20 points added to your Insiders account regardless of the set (or where you bought it). That means you can earn bonus point while shopping elsewhere, and gain an additional 20 points on top of the usual points already earned when buying through official LEGO channels.
How many LEGO Insiders points will I earn from buying LEGO?
The number of LEGO Insiders points earned from buying LEGO through LEGO.com and in LEGO Stores is the same as LEGO VIP points, so the equivalent of 5% cashback when spending those points on discount vouchers. The exact figures vary from region to region, as all currencies are now aligned with DKK (as they were in the later years of the VIP program), so you’ll earn more or fewer points depending on where you are in the world.
The costs of rewards – and in particular discount vouchers – also differs slightly, however, so you’ll continue to earn the same rate of points even when shopping across multiple regions. As with the LEGO VIP program, LEGO Insiders points should round up to the nearest pound, dollar or euro, so if you buy 76178 Daily Bugle in the UK – which retails for £299.99 – you’ll earn 2,400 Insiders points (8 x 300). Those can then be redeemed for £15 in discount vouchers to spend on future purchases.
Check out the table below to see how many LEGO Insiders points you’ll earn (and their value) when spending various amounts online and in-store. You can always check out your current Insiders points balance by logging into your Insiders account at LEGO.com.
| Amount spent | UK Insiders Points earned | US Insiders Points earned | EU Insiders Points earned | Insiders reward value |
|---|---|---|---|---|
| £1 / $1 / €1 | 8 | 6.5 | 7.5 | 5p |
| £10 / $10 / €10 | 80 | 65 | 75 | 50p |
| £25 / $25 /€25 | 200 | 162.5 | 187.5 | £1.25 |
| £50 / $50 / €50 | 400 | 325 | 375 | £2.50 |
| £75 / $75 / €75 | 600 | 487.5 | 562.5 | £3.75 |
| £100 / $100 / €100 | 800 | 650 | 750 | £5* |
| £150 / $150 / €150 | 1200 | 975 | 1125 | £7.50 |
| £200 / $200 / €200 | 1600 | 1300 | 1500 | £10 |
| £250 / $250 / €250 | 2000 | 1625 | 1875 | £12.50 |
| £300 / $300 / €300 | 2400 | 1950 | 2250 | £15 |
| £350 / $350 / €350 | 2800 | 2275 | 2625 | £17.50 |
| £400 / $400 / €400 | 3200 | 2600 | 3000 | £20* |
| £450 / $450 / €450 | 3600 | 2925 | 3375 | £22.50 |
| £500 / $500 / €500 | 4000 | 3250 | 3750 | £25 |
| £550 / $550 / €550 | 4400 | 3575 | 4125 | £27.50 |
| £600 / $600 / €600 | 4800 | 3900 | 4500 | £30 |
| £650 / $650 / €650 | 5200 | 4225 | 4875 | £32.50 |
| £700 / 700 / €700 | 5600 | 4550 | 5250 | £35 |
| £1000 / $1000 / €1000 | 8000 | 6500 | 7500 | £50* |
| £2000 / $2000 / €2000 | 16000 | 13000 | 15000 | £100* |
*redeemable discount amount through the Insiders Rewards Centre.
How much are LEGO Insiders points worth?
LEGO Insiders points have exactly the same value as VIP points, so you’ll earn the equivalent of 5% of your purchase back as standard when shopping at LEGO.com and in LEGO Stores. That’s when exchanging your points directly for discount vouchers – the value may be greater when spending them on exclusive rewards – and the earning rate rockets to 10% during double Insiders points events, which happen regularly throughout the year.
How do I get bonus LEGO Insiders points for scanning instructions?
The LEGO Insiders program has brought one brand new feature to the table over LEGO VIP: the ability to receive loyalty points no matter where you purchase your sets. Every single set returns a flat 20 bonus Insiders points, which means you won’t earn them at quite the same rate as in the LEGO Store (or at LEGO.com), but you will get them on top of any other discounts you’ve already scored through other retailers – and every little helps.
To earn your bonus Insiders points, simply scan the QR code on the front of (or inside) the instruction manual. You’ll then be given the option to continue to the LEGO Builder app (for the digital instructions) or to the Insiders Rewards Centre, where you can claim your 20 bonus points. This works on any set with a QR code regardless of where you purchased it – so you can still earn an extra 20 points on sets you’ve bought through LEGO.com or in LEGO Stores, on top of the Insiders points you’ve already earned.
How many LEGO Insiders points can I get for scanning QR codes?
You’ll get a flat rate of 20 points per set for scanning QR codes in instruction manuals, regardless of the size or cost of the set. The LEGO Group says that value is a balance between a number that ‘[kids] can get some value out of… but that also didn’t drive any type of fraud’. They’re effectively a tiny bonus for consumers, and a gateway to more targeted marketing for the LEGO Group.
“Part of this is our ability to say, ‘Hey, if you want to have personalised email, we can also use this information to make sure that we recommend better products for you that you might not already have, or we could potentially stop sending you information about products you already have,’” LEGO Insiders Global Director Jason Whiting explained.
Are the QR codes on instruction manuals unique?
Yes, the QR codes on LEGO instruction manuals are all completely unique – not only from set to set, but in multiple copies of the same set, too. Do you (for some reason) own 100 copies of 10307 Eiffel Tower? That’s 2,000 Insiders points in your pocket. Or maybe you (more realistically) own 40 copies of 75345 501st Clone Troopers Battle Pack. That’s an extra 800 Insiders points – equivalent to a £5 discount voucher in the UK.
Can I scan old instruction manuals for LEGO Insiders points?
As long as your LEGO instruction manual has a QR code – specifically the QR code pointing to the LEGO Builder app, rather than one to take a survey, for example – you can scan it to receive bonus LEGO Insiders points. The LEGO Group says these QR codes have been in sets since 2018, although they’re apparently not in all sets – and it doesn’t have a definitive list of which sets do and don’t have QR codes, so best to check on a set-by-set basis.
For those sets that do have QR codes, though, you’ll be able to retroactively scan them and earn bonus Insiders points. Fingers crossed you haven’t been recycling your instructions like some members of the Brick Fanatics team.
Can you scan instructions for LEGO Insiders points more than once?
Nope: because the QR codes are unique, you can only scan them once. After that, any further attempts to scan them will be invalid – so you can’t just share your QR codes with your mates to rack up unlimited LEGO Insiders points. Unsurprisingly, the LEGO Group has thought of that.
Is it worth scanning instructions for LEGO Insiders points?
That really comes down to how much you value your time: scanning a single instruction manual is worth about 12.5p in the UK, so you’ll need to scan a whopping 40 different booklets to earn enough for a single £5 discount voucher. The LEGO Group says the process will be pretty seamless – simply scan the code, tap through to the Insiders Rewards Centre and you’re done – but it could get time-consuming if you’ve got tonnes of manuals to scan.
On the other hand, it’s basically free money for very little effort. If it’s simple enough that you could do it while watching TV, for example, that might be an easy way to work through a bunch of manuals without it feeling like a chore. And if you have lots of instructions at hand, it could end up being quite lucrative. Here’s a breakdown of how many sets you’ll need to scan per region to earn discount vouchers.
| Insiders discount voucher | Insiders points cost | Number of instruction booklets required |
|---|---|---|
| £5 / $5 / €5 | 800 / 650 / 750 | 40 / 33 / 38 |
| £20 / $20 / €20 | 3,200 / 2,600 / 3,000 | 160 / 132 / 152 |
| £50 / $50 / €50 | 8,000 / 6,500 / 7,500 | 400 / 330 / 380 |
| £100 / $100 / €100 | 16,000 / 13,000 / 15,000 | 800 / 660 / 760 |
Is LEGO Insiders the same as LEGO ID?
Yes: where LEGO VIP and LEGO ID were two separate entities, the LEGO Group has consolidated all its online platforms under a single umbrella account with LEGO Insiders. Once you’ve signed up for a LEGO Insiders account, you’ll be able to access all facets of the LEGO experience, including LEGO.com, LEGO Insiders, LEGO Ideas, LEGO Life, the LEGO Builder app and more.
Will LEGO still offer double points promos?
Yep. Double points promos aren’t going away: they’ll just be called double Insiders points rather than double VIP points. These will offer the opportunity to earn twice the usual cashback on all your purchases, and will presumably drop at a rate consistent with double VIP points events. You should expect them a few times a year, though predicting exactly when they’ll take place is tricky: they usually happen around February/March, June/July and October, though they tend to vary year-on-year.
The most predictable double Insiders points events will likely be during LEGO VIP Weekend and Black Friday in November, and on Star Wars sets for May the 4th.
What can I get with LEGO Insiders points?
Your LEGO Insiders points can be spent on discount vouchers, exclusive rewards, entries into sweepstakes, tickets, digital downloads and more in the Insiders Rewards Centre. The biggest (and likely most popular) benefit of Insiders points is earning discounts on future purchases, which you can do by exchanging your points for discount codes to use at LEGO.com or in LEGO Stores.
The table below breaks down the points cost for each voucher, which come in denominations of 5, 20, 50 and 100 of your country’s currency. You can stack multiple discount vouchers in a single order.
| Insiders Discount | UK Insiders Points Cost | US Insiders Points Cost | DE Insiders Points Cost |
|---|---|---|---|
| £5 / $5 / €5 | 800 | 650 | 750 |
| £20 / $20 / €20 | 3200 | 2600 | 3000 |
| £50 / $50 / €50 | 8000 | 6500 | 7500 |
| £100 / $100 / €100 | 16000 | 13000 | 15000 |
Physical LEGO Insiders rewards can also be claimed in the Rewards Centre, then redeemed by adding the resulting code to your next order at LEGO.com. Only one of these codes can be used per order, however – and you’ll still need to pay shipping, unless your entire basket qualifies for free delivery (which kicks in at £50 / $35 / €50).
Will my LEGO Insiders points expire?
Like LEGO VIP points, there’s a timer on LEGO Insiders points: go 18 months without making a purchase online or in store, and they’ll expire. You don’t necessarily need to spend them within that time frame, though – just buy something (anything!) and the timer will start again. The LEGO Group should also send you a reminder that your point are due to expire roughly three months before it happens.
Can you earn LEGO Insiders points at BrickLink?
While the LEGO Group does own BrickLink, you can’t earn LEGO Insiders points by shopping at the secondary marketplace, just as you couldn’t previously earn VIP points on BrickLink purchases.
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Who do LEGO Insiders points do?
LEGO Insiders points allow you to purchase exclusive rewards and discount vouchers for LEGO.com and the LEGO Store. They’re part of the LEGO Insiders loyalty program, which gives you rewards and money back (in the form of points) when shopping through official channels and registering your sets to your Insiders account.
How do I get LEGO Insiders points?
There are two main ways to get LEGO Insiders points. First, shop directly at LEGO.com and in LEGO Stores: you’ll earn a standard 5% back in points (when redeeming discount vouchers – values may vary when redeeming other rewards), except during double Insiders points events, during which time you’ll earn 10% of your total purchase back in points.
Second, you can earn a flat 20 points by scanning the QR code on the front of (or inside) LEGO instruction manuals. These should be found on the majority of new sets, and many other sets dating back to 2018, and can be scanned retroactively. You can also earn bonus Insiders points by taking part in surveys and activities that pop up from time to time in the Insiders Rewards Centre.
Can I earn LEGO Insiders points outside of official LEGO Stores?
Not directly, but you can earn 20 points for every set purchased – equivalent to roughly 12.5p – by registering it to your Insiders account. To do so, simply scan the QR code in the instructions booklet using a smartphone or tablet, and follow the instructions on screen.
When is the next LEGO double Insiders points event?
The LEGO Group doesn’t stick to a strict schedule for its double VIP points events, so it seems unlikely that we’ll be able to truly predict when double Insiders points events will happen. But there are a few periods that feel locked into the calendar, including LEGO VIP Weekend (presumably now called LEGO Insiders Weekend), Black Friday and May the 4th. Other events typically take place in February/March, June/July and October/November.
