Although LEGOLAND parks and Discovery Centres are technically now part of the LEGO Group through KIRKBI, the retail components of both companies operate separately. This means that the LEGO® VIP Rewards Program is only available in LEGO brand stores and through LEGO.com. However, this could change in the future as a trial has begun in the US. Shoppers who visit the American Dream LEGOLAND Discovery Center store will be able to earn and redeem VIP points just as they would in normal LEGO stores. This trial is currently limited solely to the New Jersey LDC store. The message below has been shared by the LEGO VIP team.
Update on LEGO® VIP Program in American Dream LEGOLAND® Discovery Centre store
We are excited to announce that the LEGO® VIP Program is now live in the American Dream LEGOLAND® Discovery Center shop, New Jersey, as part of a new pilot initiative.
The pilot will allow LEGO® fans to access the VIP program, and give the opportunity to sign-up, and earn & redeem LEGO® VIP points.
Initially the pilot will only be available in the LEGOLAND® Discovery Center shop in New Jersey, located in American Dream, and not in other LEGOLAND Discovery Center or LEGOLAND Park shops.
We are really excited to offer the LEGO® VIP program to all shoppers visiting the American Dream mall and hope to welcome many of you there!
3rd May 2023
Fingers crossed it comes to the U.K. although, technically, not LEGO Brand Retail, it makes for great PR to allow points to be collected and redeemed at Legoland and LDC’s.