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, has served as the retail arm of the LEGO Group’s website, while has been the place for branded content. Now, 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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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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