What do LEGO bricks and brand loyalty have in common? Both are built to last.

In a world full of points-for-purchase programs and one-size-fits-all perks, LEGO’s loyalty initiative stands out. LEGO Insiders, the rebranded version of LEGO VIP launched in 2023, is more than just a points engine. It’s a creative masterclass in rewarding engagement, strengthening community, and building enduring customer relationships.

For loyalty professionals and growth marketers, LEGO’s approach is packed with takeaways. Whether you’re building your first rewards program or looking to take an existing one to the next level, LEGO offers a blueprint worth studying.

What is LEGO Insiders?

Originally launched as LEGO VIP, the program got a fresh identity in 2023 as LEGO Insiders. The rebrand reflects a broader shift in how the company views loyalty: not just as a transaction-based rewards system, but as an immersive fan experience.

Key features of LEGO Insiders include:

• Points for purchases (standard loyalty fare)
• Points for engagement, like registering products or completing missions
• Gamified experiences such as interactive scavenger hunts and digital quests
• Personalized content and offers, based on activity and preferences
• A family-friendly UX that appeals to kids, parents, and collectors alike

Interestingly, the points depend on the currency with the Danish Krone as the point of reference. During double point promotions (which can be seasonal or thematic), members can earn twice as many points.

This isn’t just another retail rewards program - it’s a membership ecosystem with global reach.

What LEGO Does Differently

Gamification done right

While many loyalty programs slap on a badge system and call it gamification, LEGO actually makes it fun. From QR-code scavenger hunts to digital missions tied to physical sets, LEGO Insiders invites members to play and not just buy.

One way LEGO meaningfully invites member participation is LEGO Ideas. LEGO Ideas is a platform that allows anyone to share their ideas for LEGO sets and submit them to the community for voting. Ideas that gain at least 10,000 supporters are then reviewed by an official LEGO Ideas team, and could potentially become a real set for purchase.

Physical + digital integration

Members can scan a QR code inside their LEGO set, instantly registering the product, earning points, and unlocking related digital content. It’s a seamless bridge between the toy box and the touchscreen.

Brand storytelling

LEGO uses its program as a channel for insider news, early set previews, and behind-the-scenes content. This makes members feel like part of something special—more fan club than discount engine.

Points, Perks and Exclusivity: A Different Kind of Value

Unlike some retail loyalty programs, LEGO Insiders avoids simple cash-back offers. Instead, they focus on high perceived value:

• Early access to new or exclusive sets
• Members-only rewards, like collectible items
• Contests and sweepstakes with once-in-a-lifetime prizes
• Discounts via points, but in a way that feels earned and exciting

It’s a smart tradeoff. By avoiding commoditized discounts, LEGO protects its premium brand and still makes members feel like VIPs.

Business Impact

While exact numbers are hard to come by, the LEGO Insiders strategy clearly supports:

• Membership growth, especially among global audiences
• Higher average order value, as points and exclusives incentivize bigger carts
• Longer customer lifetime value (CLTV), thanks to engagement across life stages
• Stronger direct-to-consumer (DTC) performance, reducing dependency on third-party retailers

Takeaways for Loyalty Managers and Growth Marketers

LEGO’s approach offers actionable insights for anyone building customer engagement programs:

• Reward behaviour beyond spending: Think UGC, product interactions, and community participation.
• Gamify with purpose: Don’t just toss in badges. Make your program fun and mission-driven.
• Elevate the brand experience: Loyalty shouldn’t be a race to the bottom—it should deepen emotional connection.
• Think like a fan club: Make members feel like insiders, not just buyers.

Olive: Loyalty Infrastructure That Enables LEGO-Style Engagement

You don’t need LEGO’s global footprint (or budget) to design a standout program.

Modern loyalty software, like Olive’s engagement infrastructure, lets brands:

• Add gamification layers like missions and progress bars
• Incentivize behaviour with rounding, boosting, and perks, not just discounts
• Deliver personalized experiences based on real-time data

Olive’s platform is built for loyalty pros who want more than points-per-dollar. It’s for brands that want to connect with customers and help them achieve their stated goals. 

Want to build a more emotionally resonant loyalty program?

Take our quiz to see how your current loyalty strategy stacks up. Or get in touch with Olive to learn how our infrastructure can power your next great loyalty move.