LEGO Insiders: Where Play is Rewarding

  • LEGO® VIP is now LEGO® Insiders – connecting all LEGO accounts in one place
  • Earn LEGO Insiders points when purchasing and playing
  • Register your existing and new LEGO sets
  • Redeem your points on discounts, member-only merchandise, cool collectables and more
  • Plus, early access to new sets and events
  • Connect with other fans through the LEGO Insiders Community
Image of LEGO insider LOGO with Black font

21th 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:

  • 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.


  • 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.


  • 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.


  • 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.

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
  • Family 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

Notes To Editors

About LEGO Insiders

  • For instructions to sign up to LEGO Insiders, please visit
    It doesn't cost anything to be a member of our LEGO Insiders program, but please read about our use of your personal data in our privacy policy here:
  • Registering of sets can be done (from the 21st August) by scanning the unique QR code in the building instructions. One set can only be registered by one account once. This excludes LEGO City Mission sets and any sets/products that do not have building instructions or a unique QR code in the building instructions.
  • LEGO Insiders is available for fans aged 18 and over. Verified children’s accounts will remain as LEGO accounts.

About the LEGO Group  
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide.

For more news from the LEGO Group, information about our financial performance and responsibility engagement, please visit