The LEGO VIP rewards program is changing and going digital [News]

The LEGO VIP rewards program is changing and going digital. Starting in June, LEGO will be launching a new online rewards center with digital VIP cards that will “introduce some new ways to earn and spend VIP points.” The changes follow a beta program launched earlier this month offering a few users mobile wallet versions of their VIP cards on Apple or Android devices while also promising “targeted and personalized offers sent directly to your phone.”

While the digital push is framed as being part of LEGO’s environmentally conscious “Planet Promise,” physical cards will still be available upon request. There are no planned changes to existing VIP points or values, though VIP accounts must now be registered online and connected with a unique e-mail address.

VIP points will also now be valid for 18 months with the expiration countdown clock renewing after every purchase, essentially extending their life indefinitely for fans who make a LEGO purchase at least once every year and a half (a change from the points expiring two years after earning them if they were not used).

There are many benefits to the LEGO VIP Program including signing up for free, accruing points toward discounts on future purchases, early access to select product launches, as well as access to other offers and promotions throughout the year. (For example, the LEGO Store is running double VIP points through the end of March.) Going digital will hopefully lead to faster communication about new offers and more clarity about LEGO’s reward system.

However, the LEGO VIP Program has had several missteps in the past including the exclusive Black VIP Card roll-out which promised “exclusive contests, exclusive rewards, exclusive access” and then hardly delivered, as well as tracking and enforcing hard purchase limits across several online orders. It remains to be seen what the “new ways to earn and spend VIP points” will be, but we are cautiously optimistic based on past promises if the program remains true to providing loyalty rewards and doesn’t veer toward increased tracking with even more fragmented offers than currently exist.

We will publish more information about the changes when it is announced, but in the meantime you can read the full email announcement from LEGO after the jump.

Exciting changes are coming
We’re super excited to let you know we’re making improvements to the LEGO® VIP program!

Thanks to feedback we’ve had from our awesome VIP customers, we’ve been working on some great ideas that will make your membership even better.

We’re making things better
In the coming months, we’ll be launching an online rewards center that will introduce some new ways to earn and spend VIP points.

To support our Planet Promise, we’ll also be going digital with VIP cards. Physical cards will be available for anyone who still wants one.

When it’s all happening
We’re working hard on the updates and you’ll see the first changes come into effect in two months from now.

Your points will still be available
All your existing VIP points will still be available and worth the exact same value. All your points will be valid for at least 18 months. We’ll reset the clock on all your points every time you earn or spend any points, so you can use them for longer. Yay!

You’ll still be able to use your points to get discounts at LEGO Stores and on You’ll also be able to manage your points through the online rewards center (you’ll need internet to access it).

Do I need to do anything?
For the time being, we suggest you make sure that your VIP account is registered. This means that your VIP Account is linked to an online LEGO Account.

To register your VIP account, head over and register here: REGISTER
You can check whether you’re registered already by logging in with your LEGO Account on, as all your VIP info will appear right there.

We’ll also be making sure that each VIP account has a unique email address. Accounts that use the same email address will be merged together and accounts with more than one email address will be split into separate accounts.

That’s all for now! More info will be on the way and full terms and conditions will be available on our website soon. We can’t wait to share more with you, so keep an eye out for emails from the VIP team.

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