shop.LEGO.com makes a move

The official LEGO shopping website has moved, signifying direct to consumer retail becoming a more important part of the LEGO Group’s operation.

Up until this point, shop.LEGO.com has served as the retail arm of the LEGO Group’s website, while LEGO.com has been the place for branded content. Now, LEGO.com has the shop front and centre, which signals that the online retail side of the business is growing in importance.

This follows the recent revamp of the VIP reward scheme, that changes the rate at which fans accrue points and what they can exchange them for. A few minor changes have been made since the launch in response to fan feedback.

A whole host of new exclusive products has launched over the past few months, including LEGO Creator Expert 10269 Harley-Davidson Fat Boy, LEGO Ideas 21318 Treehouse, LEGO Stranger Things 75810 The Upside Down and LEGO Jurassic World 75936 Jurassic Park: T. rex Rampage.

There are also a selection of free gifts available with qualifying orders, including a picnic blanket, a blue tote bag is free for VIPs and a back to school kit is free when using discount code GB19.

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