LEGO launches VIP program trial at LEGOLAND Discovery Centre

The LEGO VIP program may soon be available at LEGOLAND Discovery Centres worldwide, as the LEGO Group is currently trialling the scheme at a single location in the US.

Stores in LEGOLAND Discovery Centres and LEGOLAND parks around the world have traditionally been excluded from the VIP program, which means you can’t earn VIP points on purchases. The LEGO Group has now started trialling its free-to-join loyalty scheme at the LEGOLAND Discovery Centre in the American Dream mall in New Jersey, allowing shoppers to sign up, earn and redeem VIP points on-site.

That’s good news for anyone who lives relatively close to a LEGOLAND Discovery Centre (or LEGOLAND park) but not a fully-fledged LEGO Store, offering the opportunity to amass VIP points – equivalent to 5% cashback as standard – while making physical purchases. The program’s double VIP points initiatives (such as the one currently live on LEGO Star Wars sets) will presumably be included too, though the LEGO Group hasn’t stated either way.

The pilot is currently live only at the New Jersey LDC, but if it proves successful, we’ll presumably see it rolled out to other locations around the US – and with any luck, around the world. And given the VIP program clearly works for LEGO Stores and LEGO.com, it’s hard to imagine a world in which it isn’t also a success at LEGOLAND Discovery Centres – and eventually, LEGOLAND parks.

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