LEGO Insiders will replace the LEGO VIP program this month

The LEGO Group is replacing the LEGO VIP program with a new loyalty scheme called LEGO Insiders later this month, which will homogenise multiple online LEGO experiences under a single account.

LEGO Insiders is designed to bring together LEGO Ideas, LEGO Life, LEGO Shop and the LEGO VIP program, which have previously required users to log in across each and every platform. This refreshed and rebranded program works through a single account, and is intended to simplify the process of interacting with the LEGO Group’s online experiences.

“It’s very much about bringing our ecosystem together,” says LEGO Insiders Global Director Jason Whiting. “Today, a lot of users see VIP, Ideas, LEGO account, LEGO Life and other engagement experiences as very separate. We require multiple sign-ins; multiple terms and conditions. We’ve brought these all together under the Insiders name.

“It also means that today if you sign up to a LEGO account inside the LEGO Builder app as an adult, you’ll automatically get access to VIP benefits. A user who votes in LEGO Ideas will automatically be able to get early access to that set without having to jump through a lot more hoops to sign up to the VIP program. It’s all encompassed under Insiders going forward.”

For the most part, the new program will otherwise operate the same way as the VIP scheme in all but name: you’ll still earn points on purchases (at the same rate as previously), you’ll still be able to redeem those points for discounts and exclusive rewards, and you’ll still get early access to new sets. But LEGO Insiders is rolling out with one headline new feature on day one, in the ability to earn bonus VIP points on all your LEGO sets – no matter where you buy them.

Almost every LEGO set since 2018 includes a QR code in the instruction manual, which until now only took you to the LEGO Builder app. But when LEGO Insiders launches, it will instead give you the option of continuing on to the app, or heading to LEGO.com to redeem 20 bonus Insiders points. That’s a flat rate of 20 points no matter the set, and because the code is in the instructions, you can earn them on every set you buy – whether it’s from LEGO.com (on top of standard points), John Lewis, Zavvi or anywhere else.

The QR codes are unique to each physical set (rather than every copy of one set), so you could redeem – for example – 200 bonus points on 10 copies of 75359 332nd Ahsoka’s Clone Trooper Battle Pack. And because the QR codes have been in sets for five years now, you can also retroactively redeem bonus points on sets you currently own. Fingers crossed you haven’t been recycling your instructions after all…

The LEGO Group says more new benefits will roll out under the LEGO Insiders banner in the months and years to come, including a greater variety of ways to spend and earn points. “You’ve seen us start to expand beyond just purchases through surveys and more bonus programmes,” Whiting adds. “We’ll continue looking at how to expand these benefits so that people are being rewarded, not just during purchase, but when they’re interacting with the brand in different places.”

The LEGO Insiders program launches on August 21, 2023. Head here to learn more about scanning your old sets for points.

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