Lego Loyalty Program: How LEGO Insiders Works in 2026

The LEGO loyalty program offers fans a way to earn rewards while doing what they already love: buying and building LEGO sets.

LEGO Insiders is the current name of this loyalty program. It launched in August 2023, replacing the older LEGO VIP program. The transition brought new features, including the ability to register sets purchased anywhere, not just from official LEGO channels.

This guide explains how the LEGO loyalty program works in 2026. You will learn how to join, earn points through multiple methods, redeem rewards strategically, and access member-only benefits.

What Is the LEGO Loyalty Program?

The LEGO loyalty program is a free rewards system called LEGO Insiders. It allows members to earn points on purchases, participate in activities, and redeem those points for discounts or exclusive products.

You must be at least 18 years old to join. The program operates in over 40 countries across North America, Europe, Asia, and Oceania. Membership costs nothing. You simply create an account on LEGO.com to start earning.

LEGO Insiders replaced the previous LEGO VIP program in August 2023. The core concept remained the same: spend money, earn points, get rewards. However, the rebrand brought significant changes to how members interact with the program and what benefits they receive.

• Members earn points primarily through purchases made on LEGO.com or at participating LEGO Stores.
• Additional points come from registering sets via QR codes, completing surveys, and engaging with LEGO content.
• These points convert into discount codes or unlock exclusive merchandise unavailable through regular retail channels.

The Evolution From LEGO VIP to LEGO Insiders

The LEGO VIP Era (2009-2023)

LEGO launched its VIP program in 2009 as a simple cashback system. Members earned points on purchases, then redeemed those points for discounts on future orders.

Key milestones in the VIP program:

• Physical VIP cards distributed at LEGO Stores
• Fully digital transition in 2019
• Online points and account management through LEGO.com
• Operated successfully for 14 years

VIP lasted over a decade because it worked. The straightforward value proposition attracted millions of members worldwide. Both acquired and retained customers understood the basic math: buy LEGO, get approximately 5% back in points, use those points like cash on the next purchase.

Why LEGO Rebranded to Insiders

Jason Whiting, Global LEGO Insiders Director, explained the rebrand in August 2023. Research showed many fans viewed “VIP” as exclusive or unattainable. The term created psychological barriers, making some customers feel the program was not designed for them.

Problems with the “VIP” branding:

• Implied elite status requiring special qualifications
• Carried different cultural meanings globally
• Created perception of exclusivity rather than inclusivity
• Made some customers feel unwelcome

The company shifted focus from pure cashback to building a membership experience. LEGO Insiders emphasizes community connection, exclusive content, and fan engagement alongside the points system. The rebrand positioned the loyalty program as a place where all LEGO fans belong, not a tier reserved for top customers.

LEGO officially launched Insiders on August 21, 2023. All existing VIP members transitioned automatically to the new system.

What Changed During the Transition

Every VIP point transferred to LEGO Insiders at a 1:1 ratio. Members who had accumulated 5,000 VIP points woke up with 5,000 Insiders points. No value was lost during the migration.

Major changes introduced with Insiders:

• Unified login system across LEGO.com, LEGO Ideas, LEGO Life Magazine, and Builder app
• Previously required separate registrations for each platform
• Set registration via QR codes for sets from 2018 onward
• Earn 20 points per registered set, regardless of purchase location

This change addressed a major pain point. Fans who preferred shopping at local toy stores or taking advantage of third-party retailer sales were previously excluded from earning points. Set registration opened the program to all buyers, strengthening loyalty even when purchases happen outside official channels.

How to Join the LEGO Loyalty Program

You have three registration options to join the LEGO loyalty program depending on your preference.

1. Online registration is the fastest method. Visit LEGO.com/Insiders and create an account. You need a valid email address and basic information like your name and birthdate. The system confirms you meet the 18-year minimum age requirement. Once you complete the form, you receive instant access to your account and can start earning points immediately.
2. In-store registration works well if you prefer face-to-face assistance. Visit any participating LEGO Store and ask a Brick Specialist to help you sign up. They walk you through the process on their in-store systems. You receive your digital membership card before leaving the store. Remember, LEGO Certified Stores marked with a yellow flag do not participate in the Insiders program.
3. Phone registration provides guided support. Contact LEGO customer service, and representatives help you create your account over the phone. This option suits people who have questions during setup or prefer verbal instructions.

All three methods create identical accounts with the same benefits. Choose whichever feels most convenient.

Digital Membership Card

After registration, LEGO sends a welcome email to your registered address. This customized email contains your digital membership card, which you can download to your smartphone.

The digital card displays your unique member number and barcode. Show this card when making purchases at LEGO Stores to ensure points get credited to your account. The barcode scans at checkout, automatically linking your transaction to your Insiders profile.

You do not need a physical card. The digital version works everywhere the program is accepted. Keep it accessible in your phone’s wallet or photos app for quick retrieval during shopping.

Retroactive points for recent purchases: If you placed an order on LEGO.com within a few days before signing up, you can still earn those points. Register using the same email address from your purchase. The system automatically credits points from recent transactions. If more time has passed, contact LEGO customer service. They review your case and add points when possible.

How to Earn Points in the LEGO Loyalty Program

Points From Purchases

Purchases generate the majority of points in your account. The system bases point calculation on the Danish Krone (DKK), with regional conversions for other currencies.

Regional earning rates:

• United States: 6.5 points per $1 spent
• United Kingdom: 8 points per £1 spent
• European Union: 7.5 points per €1 spent
• Australia: 5 points per AU$1 spent
• Canada: 5 points per CA$1 spent

These rates stem from the base formula: 1 DKK = 1 point. Currency exchange rates determine how many points you earn in your local currency.

Where you can earn points:

• LEGO.com purchases (always earn points)
• Participating LEGO Stores (branded retail locations)
• Target stores in the United States only

Important exclusion: LEGO Certified Stores do not participate in the Insiders program. These stores display a yellow flag on the LEGO Store locator. They operate under separate licensing agreements and run their own loyalty programs. You cannot earn or redeem Insiders points at these locations.

You must log into your LEGO Insiders account when shopping online. Points do not automatically attach to purchases made while logged out. For in-store purchases, present your digital membership card at checkout.

Currency	Points Per Unit	Example: $100/€100/£100 Purchase
US Dollar	6.5	650 points
Euro	7.5	750 points
Pound Sterling	8	800 points
Australian Dollar	5	500 points
Canadian Dollar	5	500 points
Danish Krone	1	100 points (base rate)

Double Points Promotions

LEGO runs Double Points events 4 to 6 times per year. During these promotions, you earn twice the normal points on qualifying purchases.

Common Double Points occasions:

• Black Friday weekend (late November)
• Star Wars Day (May 4th)
• Cyber Monday
• Theme-specific anniversaries
• New product launch celebrations

These promotions apply to different scopes. Some cover the entire LEGO catalog. Others focus on specific themes like Star Wars, Harry Potter, or Technic. Occasionally, only select sets qualify for double points.

During Double Points events, your effective cashback rate jumps from 5% to 10%. A €100 purchase normally earns 750 points worth €5. The same purchase during a Double Points event earns 1,500 points worth €10.

Check the LEGO.com promotions page regularly. LEGO announces Double Points events in advance, giving you time to plan major purchases. Combining Double Points with other sales maximizes your total savings.

Set Registration Points

Set registration lets you earn points on LEGO sets purchased anywhere, not just from official LEGO channels. This feature became available when VIP transitioned to Insiders in August 2023.

You earn 20 points for each set you register. The process takes less than a minute per set.

How to register a set:

1. Locate the QR code on your instruction booklet cover
2. Open your smartphone camera and scan the code
3. Follow the prompts to log into your Insiders account
4. Confirm the set details
5. Receive 20 points instantly

Eligibility requirements:

• Set must be produced from 2018 onward
• Instruction booklet must have a QR code on the cover
• Each QR code works only once
• You cannot register duplicate copies of the same set

Sets that cannot be registered:

• LEGO City Mission sets (no instruction booklets)
• Products without instructions (like individual minifigures)
• Sets produced before 2018
• Previously registered sets

Each QR code is unique. If you buy the same set twice, you can only register one of them. The system rejects the second QR code as already used.

Set registration rewards loyalty regardless of where you shop. Buy a set on sale at a department store, register it through the app, and still earn 20 points. This feature acknowledges that fans buy LEGO everywhere, not exclusively through official channels.

Activity-Based Points

Beyond purchases and set registration, you can earn small point bonuses through various activities on LEGO.com.

Available activities include:

• Completing surveys about product preferences
• Engaging with social media campaigns
• Participating in seasonal challenges
• Voting in community contests
• Sharing builds in the LEGO Insiders community

Points from activities typically range from 5 to 50 per task. These opportunities appear in the Activities hub on your Insiders dashboard. New activities rotate in regularly, so check back weekly.

Activity points add up slowly compared to purchase points. However, they require no spending. Dedicated members can accumulate several hundred extra points per year just by staying engaged with LEGO content.

Points Value Across Currencies

The LEGO Insiders program maintains consistent value across all currencies through its base conversion system. Understanding this system helps you calculate the real value of your points.

Base conversion formula: 1 Danish Krone (DKK) = 1 point

Denmark serves as the home country of LEGO. The company uses DKK as the reference currency for all point calculations. Your local currency converts to DKK, then converts to points using the 1:1 ratio.

Redemption value: 750 points = 5 units of your local currency

This creates an effective 5% return on all purchases. Spend €100, earn 750 points, redeem for €5 off your next order. The percentage stays constant regardless of which currency you use.

Discount Amount	Points Required	Equivalent Purchase
$5 / €5 / £5	750	~$77 / €67 / £63
$20 / €20 / £20	3,000	~$308 / €267 / £250
$50 / €50 / £50	7,500	~$769 / €667 / £625
$100 / €100 / £100	15,000	~$1,538 / €1,333 / £1,250

The system rounds to convenient redemption tiers. You cannot redeem 374 points for $2.50. Discount codes come in fixed denominations: 5, 20, 50, or 100 units of currency.

During Double Points promotions, this return doubles to 10%. The math remains simple: your points earn twice the value for the same spending.

How to Redeem LEGO Loyalty Program Points

Accessing the Rewards Center

The Rewards Center is where you convert points into tangible benefits. Access it by logging into your LEGO Insiders account at LEGO.com/Insiders and navigating to the rewards section.

The center displays all available redemption options. These include discount codes, promotional codes for exclusive items, digital downloads, sweepstakes entries, and special experiences. Availability changes regularly as LEGO adds new rewards and removes out-of-stock items.

Browse the catalog, select what you want, and click the redeem button. The system deducts points from your account immediately and generates your reward. Most rewards come as codes you enter during checkout.

Critical expiration rule: All redeemed codes expire 60 days from the redemption date. You must use discount codes and promotional codes within this window. After 60 days, unused codes become invalid with no refund of points. Mark your calendar when you redeem anything to avoid losing value.

Discount Codes

Discount codes function like cash vouchers. They reduce the total price of your order by a fixed amount.

How discount codes work: Exchange 750 points for a 5-unit currency discount (5 USD, 5 EUR, 5 GBP, etc.). Multiples of 750 points unlock higher discount tiers.

You can stack multiple discount codes in a single order. The only restriction is that total discounts cannot exceed your order subtotal. If your cart contains €80 worth of items, you can apply up to €80 in discount codes.

Example stacking scenario: You have 6,000 points. Redeem them for eight €5 discount codes (6,000 ÷ 750 = 8 codes). Apply all eight codes to a €150 purchase, reducing it to €110.

Discount codes deliver the best value on exclusive sets. LEGO exclusives sell only through LEGO.com and LEGO Stores at fixed prices. Third-party retailers cannot discount them. Using your points on exclusives ensures you get maximum benefit compared to items you could buy cheaper elsewhere.

During normal earning periods, discount codes represent a 5% return on spending. During Double Points events, that return jumps to 10%. This makes discount codes the most economical redemption option for regular shoppers.

Promotional Codes (Exclusive Rewards)

Promotional codes unlock exclusive merchandise unavailable through regular retail channels. These items include limited-edition sets, special minifigures, branded accessories, and collector items.

Key differences from discount codes:

• Promotional codes grant access to specific products
• They do not reduce prices; they unlock purchase eligibility
• You still pay for the item using regular payment methods
• Only ONE promotional code allowed per order

The one-code-per-order restriction creates complications for collectors. If you redeem three promotional codes for three different exclusive sets, you must place three separate orders. Each order must happen within the 60-day expiration window.

Example exclusive rewards from past catalogs:

• Limited-edition minifigures (astronaut, pirate captain)
• Anniversary celebration sets
• Designer collaboration pieces
• Signed artwork from LEGO designers
• LEGO-branded merchandise (notebooks, storage boxes, apparel)

These items often sell out quickly. Popular rewards disappear from the Rewards Center within hours of appearing. Check the center frequently if you want exclusive merchandise. Set up notifications if LEGO offers them for your region.

Promotional codes appeal most to collectors who value rarity over pure economic return. A 5,000-point exclusive minifigure might only be worth €20 if resold, making it a poor financial investment compared to redeeming those points as discount codes. However, collectors prize these items for their uniqueness, not their monetary value.

Benefits of LEGO Loyalty Program

Early Access to New Sets

LEGO Insiders members can purchase select new sets before the general public. This early access window ranges from a few days to several weeks, depending on the product.

High-demand sets benefit most from early access. Limited-edition releases often sell out quickly. Members who shop during the early access period secure their copies before stock depletes. This proves especially valuable for sets with production caps or seasonal releases.

LEGO announces early access periods through email newsletters and the Insiders dashboard. Not every new release qualifies. The company reserves early access for flagship products, anniversary editions, and collaboration sets.

Member-Exclusive Gifts with Purchase (GWP)

Gifts with purchase are complimentary items LEGO includes with qualifying orders. Some of these gifts are available to all shoppers, while others are exclusive to Insiders members.

Member-exclusive gifts typically require minimum purchase thresholds. Spend €100 or more, receive a special minifigure. Spend €200, receive a bonus small set. These thresholds vary by promotion.

Past exclusive gifts included:

• Seasonal minifigures (holiday characters, event mascots)
• Mini builds related to major set releases
• Collectible keychains and magnets
• Limited print instruction booklets
• Anniversary commemorative items

GWP promotions run throughout the year. Major shopping periods like Black Friday feature multiple simultaneous GWP offers. LEGO allows stacking in many cases: qualify for both a general GWP and an Insiders-exclusive GWP in the same order.

LEGO Life Magazine

Insiders members can request free copies of LEGO Life Magazine. This family-oriented publication features building challenges, fan submissions, product showcases, and comics.

The magazine arrives by mail in physical format. Subscriptions are free for members in participating countries. Request your subscription through the Insiders dashboard. LEGO sends new issues several times per year.

Content targets younger builders but includes elements for adult fans. Many families use the magazine as a shared activity, building featured models together.

LEGO Ideas Access

LEGO Ideas is a platform where fans submit original set designs. The community votes on submissions. Designs that reach 10,000 votes enter official review by LEGO. Approved designs become commercial products, with original designers earning royalties.

LEGO Insiders accounts integrate with LEGO Ideas. Your single login works across both platforms. Members participate in voting, submit their own designs, and track project progress.

Voting requires LEGO Ideas participation, which is technically separate from Insiders. However, the unified account system makes engagement seamless. Successful designers gain recognition within the broader Insiders community.

Conclusion

The LEGO loyalty program rewards fans for doing what they already enjoy. Every purchase, whether from LEGO.com or a participating store, generates points. Those points convert into real savings through discount codes or unlock exclusive items unavailable elsewhere.

Joining LEGO Insiders costs nothing. You gain immediate access to early product releases, member-only gifts, and a global community of builders.