LEGO Group Revamps Loyalty Program to LEGO Insiders

LEGO Group announces the rebranding of its LEGO VIP loyalty program to the new and improved LEGO Insiders member-only platform.

The new LEGO Insiders program rewards adult fans of LEGO (AFOLs) with a points program, exclusive offers, gifts, discounts, experiences, activities, and access to brand communities. LEGO enthusiasts can manage all their LEGO accounts on one centralized platform, making the brand experience seamless.

To celebrate the program’s rebrand, the company announced the LEGO Insiders Treasure Hunt — a global augmented reality competition that invites members to search for special golden bricks and win prizes. Six lucky participants can also win thousands of dollars worth of points to spend in the LEGO Insiders Reward Center. In total, 2,000,001 prizes are available to be won.

It’s been a busy summer for the LEGO Group. Earlier this month, it announced a new headquarters for its American operations. Located on Boylston Street in Boston, Massachusetts and opening in August 2026, the 100,000-square foot, five-storey facility will capitalize on the region’s reputation as one of the Unites States’ most livable cities.

Of the move from its current headquarters in Connecticut, Skip Kodak, President of the LEGO Group in the Americas shared: “1001 Boylston Street represents an investment in our future and a commitment to our employees. We believe that a modern, collaborative work environment will help creativity and innovation thrive, and we’re excited to see what we can accomplish in this new space.”

LEGO Insiders Treasure Hunt runs until October 2, 2023. Learn more about LEGO Insiders.