LEGO VIP, the brand for The LEGO Group's dedicated reward scheme, originally launched in 2009.
The Launch of LEGO VIP
The LEGO VIP program was introduced in 2009 as a way to reward loyal customers for their purchases. This initiative allowed LEGO enthusiasts to earn points on every purchase made directly from LEGO stores or LEGO.com, which could then be redeemed for discounts on future purchases, exclusive sets, and other unique rewards. It quickly became a cornerstone of the company's engagement strategy, fostering a strong community of fans and collectors.
The program was designed to enhance the buying experience, offering members special benefits such as early access to new products, exclusive event invitations, and birthday rewards. Members would receive physical cards or have digital accounts linked to their purchases, accumulating points with each transaction.
From VIP to Insiders: An Evolution
After over a decade of successful operation, the LEGO VIP program underwent a significant transformation. On August 14, 2023, LEGO announced the retirement of the VIP brand in favor of a new, unified program called LEGO Insiders.
While predominantly a new name for the same fundamental reward scheme, the transition to LEGO Insiders brought with it a few key adjustments, particularly concerning how user accounts function and the data that The LEGO Group collects. The aim was to create a more integrated experience, connecting all LEGO accounts (including those for apps, games, and the website) under a single "Insiders" umbrella.
The core principle of earning points and redeeming them for rewards remained, ensuring continuity for existing members. This evolution aimed to streamline user experience and potentially offer a broader range of benefits by consolidating different aspects of the LEGO digital ecosystem.
Key Differences Between VIP and Insiders
To illustrate the evolution, here's a comparison of the two programs:
| Feature | LEGO VIP (Pre-2023) | LEGO Insiders (Post-2023) |
|---|---|---|
| Launch Year | 2009 | Replaced VIP in 2023 |
| Core Function | Loyalty rewards | Unified loyalty and digital ecosystem rewards |
| Account Type | Separate VIP account | Single account for all LEGO digital experiences (LEGO.com, apps, games) |
| Data Collection | Specific to VIP program | Broader data collection for a more personalized unified experience |
| Benefits | Points for purchases, early access, exclusives | Similar to VIP, with potential for expanded digital perks |
Benefits of the LEGO Rewards Program
Whether under the VIP or Insiders banner, the LEGO loyalty program offers a variety of benefits designed to enhance the experience for its members. These typically include:
- Earning Points: Members earn points for every dollar spent on eligible purchases at LEGO Stores and LEGO.com.
- Redeeming Rewards: Accumulated points can be redeemed for:
- Discounts on future purchases.
- Exclusive LEGO sets and merchandise.
- Digital rewards like wallpapers, avatars, and unique content.
- Entries into sweepstakes for rare items.
- Early Access: Members often get priority access to highly anticipated new product releases before they are available to the general public.
- Exclusive Offers: Special promotions, double points events, and member-only gifts are frequently offered.
- Community Engagement: The program fosters a sense of community among LEGO fans, often including invitations to special events or online activities.
How the Program Works
Becoming a LEGO Insiders member (formerly LEGO VIP) is free and straightforward:
- Sign Up: Create a LEGO account online at LEGO.com or in a physical LEGO Store.
- Earn Points:
- Shop online or in stores, ensuring your account is linked to your purchase.
- Register your LEGO set instruction manuals by scanning the QR code inside them to earn additional points.
- Redeem Rewards: Log into your account online to convert points into reward codes for discounts or browse the rewards center for exclusive items.
The program continues to be a valuable addition for any LEGO enthusiast, offering tangible benefits and an enhanced connection to the brand.
