Vale LEGO® VIP: VIP Program set to be Rebranded as ‘LEGO Insiders’ from August 21, 2023.

The LEGO Group have just revealed their plan to rebrand the VIP program as LEGO® Insiders: what does this mean? I love an 11pm (local time ) announcement, without notice, but it doesn’t really leave a lot of time for analysis.

14th August 2023: Today, the LEGO Group announce LEGO® Insiders, a loyalty program where members can discover a wealth of exciting experiences and exclusive rewards, including offers and gifts. Launching on the 21st August, LEGO Insiders will replace the previous LEGO VIP membership program, but also brings all LEGO accounts (for over 18s) into one place.  Making it easier to manage your account, earn and spend points, access special offers and be part of the LEGO Insiders community. LEGO Insiders features all the great benefits VIP members have come to love, but with some great new perks:

One Account

All LEGO logins, for members over 18 years old, are now in the same place. This includes previous separate memberships/logins for LEGO VIP, checkout, LEGO Life magazine, LEGO apps and LEGO Ideas. All LEGO VIP members will automatically transfer over to LEGO Insiders, including all valid VIP points.

Earn Points

LEGO Insiders can earn points by participating in activities, purchasing sets on, in participating LEGO Stores, and in Target in the USA.Members can now also earn points by registering previously purchased sets via the unique QR code on the building instructions and cataloguing them on their account.

Redeem Points

Points can be spent in the LEGO Insiders Reward Center for discounts on sets, member-only merchandise, sweepstakes entries (in select countries) for cool collectibles, and more

Member Perks

Early access to sets, exclusive content, digital family fun, play ideas and activities.Member only gifts when purchasing certain sets.Access to LEGO Ideas, LEGO Life magazine, plus early details of exclusive in-store events.

Member Access

Members can share their fandom and be inspired by others. This includes:  LEGO Ideas – share designs, vote on other fans’ designs and perhaps even see their creation become a real LEGO set.LEGO Insiders Community – a place where fans can unwind, share inspiring builds, learn more about LEGO sets and designers, and connect with other LEGO fans.Commenting on articles and leaving reviews on activities – via the family area on In-store Events – meet other fans and members.

Jason Whiting, Global LEGO Insiders Director says:“We are thrilled to unveil LEGO Insiders – a world of exciting experiences and exclusive rewards including member discounts, gifts, and digital experiences for our new and existing fans alike. At the LEGO Group we believe that play should be rewarded, so our updated program makes it easier than ever for people to enjoy all the benefits of being a LEGO fan, whilst adding new ways for them to connect with fellow builders and to share the joy of play through a global community.” From exclusive events to unlocking hidden perks such as special gifts with purchase, digital downloads, and unique content, to early access to the most desirable new sets and limited-edition products, with LEGO Insiders there’s something for everyone and a world of play inside. LEGO Insiders will launch on 21st August.  To find out more visit

This announcement has arrived late in the evening in Melbourne. I’ll have to admit, I am still trying to process exactly what it might mean. Will there be that much of a practical change for fans? Instead of Double VIP Points, do we introduce Insider trading? Will the new LEGO Insiders community add value to the fan experience for existing fans, or just divert new arrivals from existing players? Do you want the company to know about the sets you purchase from other sources, and target the advertisements in your inbox more precisely?

I’m sure we will all have questions: the team at the LEGO Ambassadors Network will endeavour to answer those that we have so, please, leave your comments below, and until next time…

Play Well

2 thoughts on “Vale LEGO® VIP: VIP Program set to be Rebranded as ‘LEGO Insiders’ from August 21, 2023.

  1. Listing all my sets with them? I saw that possibility right away, them applying an algorithm to me, and serving me up with more of the same. I hate it. It’s them putting me in a box. Too many businesses already trying to do that.

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