LEGO Insiders program kicks off with a 1,000,000 point treasure hunt [News]

As many of you know from our earlier article, the VIP system is being replaced with LEGO Insiders as of today, August 21st. To kick off the transition to this new comprehensive loyalty program, LEGO is holding a contest through October 2nd with a jackpot of 1,000,000 Insiders points. For those working out the math, that equates to US $9,000 | CAN $12,000 | UK £7,000 in discounts on purchases through LEGO stores and their website. The form of the contest is a treasure hunt, with the prize “buried” amid LEGO parts. Using an AR phone app, piles of System bricks can be scanned in search of a golden brick or other prizes. These can include digital LEGO comic books, bonuses for LEGO games, and other items. But for the grand 1M point prize, six winners will be chosen each week, making for 54 winners over the treasure hunt’s duration. More info is available at And if you want to skip right to the fine print, that’s available here.

Here’s the press release on the contest from LEGO:

In celebration of the launch of membership programme LEGO Insiders, today the LEGO Group has unveiled the LEGO Insiders Treasure Hunt – where fans can win millions of prizes.

Using augmented reality, the LEGO Insiders Treasure Hunt allows users to scan LEGO bricks** either at home or in LEGO stores to try and find a golden LEGO brick and reveal a prize. What’s more, there is no limit on how many times a day you can hunt for bricks, making play more rewarding than ever.

Over the next six weeks, there will also be the opportunity for six people in each participating country to become a LEGO millionaire, winning [£7,000 / US$9000 / €8,200 / CAD$12,000 / AUD$13,250 / NZD$14,500 / DKK 60,500 / KRW 11475000] worth of points to spent in the LEGO Insiders Reward Center for discounts on sets, member-only merchandise, sweepstakes entries (in select countries) for cool collectibles and more.

For those who don’t win the jackpot, there are thousands more prizes to be won including digital comic book makers, unlocks in LEGO games and digital downloads of iconic images from our history.

LEGO Insiders is a loyalty programme for LEGO fans, where play is rewarding and everyone is welcome. Replacing the previous LEGO VIP membership programme LEGO Insiders now includes more ways to celebrate being a LEGO fan including, earning points when you purchase sets from LEGO Stores and, plus earning more points when you register your collection. There are also fun activities for the whole family and the opportunity to be the first to hear about great offers and new products, plus join a community with other LEGO fans through LEGO Ideas.

Both new and existing fans alike can take part in the hunt by visiting from today until 2nd October 2023. Don’t have a LEGO brick nearby? Why not visit the nearest LEGO Store and scan there, or pop round to a friend’s house and play together. Prize winners will be notified immediately, receiving a unique codeto redeem their prize on the new LEGO Insiders website.

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.
To find out more about the competition, see the full terms and conditions and find out more about coming a LEGO Insider visit