Today, LEGO is announcing a new loyalty program for adults, set for launch in a week on August 21st. LEGO Insiders will not only replace the existing VIP Rewards program, but also merge other LEGO entities like LEGO Ideas and LEGO Life into a single account. This means one username and password to manage, no matter which LEGO service you’re accessing. LEGO has stated their goals as increased ease of access, a lower the barrier to entry into their loyalty program, and benefits that expand beyond those currently offered by the VIP Rewards system. You’ll be able to create a new account using this link, or by scanning designated QR codes at LEGO stores starting on the 21st. Unlike with VIP, where talk of the program was largely contained to the register or their website, expect this new system to be broadly advertised.

For those of us already enjoying the VIP program, there will be no changes to the points system or existing means of redemption. Point totals will carry over from your old account and still be of the same value. But the new loyalty program does offer a new method for point acquisition: using your LEGO Insiders account, you can register a set by scanning the QR code on the instructions for 20 points each. Every QR code can only be registered once via Insiders, and information from this set registration will be used to track an individual’s LEGO preferences beyond those acquired directly from LEGO stores and their website (for further information on how LEGO uses your data, you can read about it here). LEGO accounts for younger kids (under 18) will not be affected by this change.

Here’s the press release from LEGO on their new program:

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 LEGO.com, 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 LEGO.com.
• Family activities – via the family area on LEGO.com.
• 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 www.LEGO.com/Insiders