LEGO VIP – Feedback Wanted

The LEGO® VIP team are looking for feedback regarding the new system and reward centre. It’s been clear since the changes came into a effect last year, that most of the AFOL community and LEGO shoppers in general are not the biggest fans of the how the VIP now works. As well as wanting feedback from you, LEGO fans, the team will also be sharing further updates regarding fixes, changes and new rewards. If you have any feedback regarding LEGO VIP please leave it in the comments below or if you prefer, you can email me via the contact form. Please keep your feedback comments civil and concise. Feedback is needed by March 20th. Please read below the details posted on the LEGO Ambassador Network regarding the changes and fixes made so far.

As part of engaging with our AFOL communities, the VIP team want to share release notes for recent updates that we make to the VIP Program from a technological, rewards and program basis. This process will enable us in the VIP team a opportunity to share some of the changes taking place with the VIP program overall. This information is more in-depth than a usual marketing communication and will be relating more specifically towards the operations of the program.

We will provide updates when the changes has taken place that week or are due to be launched onto our site within a few days, as a result we will provide information when it’s ready to be shared, often we will roll several updates into batches that get released on a 2 weekly basis, Some changes will be applied as additional hotfixes to the site between these batch releases as and when required. Some of these will be to fix stability or minor changes that have no significant impact to VIP members.

Rewards being added, removed or altered on the site, and activities where you can earn additional points can be added to the site at any point so will share these at regular intervals.

These new regular posts will also provide us in the VIP team an opportunity to answer any questions about changes taking place the program overall. Answer questions about future updates to the program as a whole, or any feature requests you would like to see made to the program in the future.

We will do our best to then provide you with answers to your questions where possible.

We hope that you find value in these updates that we share, your feedback will be invaluable to tailoring the not only these release notes in the future but also helping prioritising improvements to the program.

Below is a compiled list of Hotfixes we have made to the VIP Reward Center since we launched on our new platform. We will shortly start to create a glossary of terms used for additional context on some of the terms used in this.

Hotfixes 16th July

  • VIP Point balance Error

Identified and fixed a bug where some migrated VIP accounts moved to the VIP Reward Center were displaying a incorrect points balance. This had no real impact for VIP members as the points were correctly stored in the back end but displayed incorrectly. This confusion did result in some contacts to Consumer Services however, issue was hot fixed out

Hotfixes 17th July

  • VIP Point balance Error

Identified a separate group of VIP members impacted by the same bug fixed on the 16th of July. The impact was some VIP members point’s balance resulted showing a different value to what was accurate

  • VIP Digital Card Error

Fixed VIP digital card error that resulted in consumers not being able to add their VIP digital card to their digital wallet on iOS devices root cause was the link was intending to direct VIP members to the digital card activation process was directing to an internal LEGO page.

  • orders VIP Point error

Fixed issue where shipped orders were not giving VIP members their points, this impacted Australian and New Zealand consumers. The root cause was due to an error between the Warehouse data connection and the VIP Platform

Hotfix 22nd July

  • Migration of VIP members to new platform

Migrated an additional 35,000 accounts to the new Rewards Center that were previously dormant. These VIP members had not used their accounts for more than 3 years. These members were impacted with some access issues to the VIP Reward Centre. The Migration resolved the issues for these members.

Reward Centre Improvement 7th August

  • New Rewards

We have launched the LEGO Originals® Limited and first edition art prints, launching with 3 exclusive prints for VIP members to purchase from the VIP Reward Centre

To celebrate the launch of the LEGO Harley Davidson Fat Boy, we have released desktop and mobile wallpapers for VIP members to purchase from the VIP Reward Centre

Hotfix 12th August

  • VIP Early Access bug

Fixed an issue on that was not correctly identifying the shoppers on the site as VIP members. Resulting in these VIP members not being able to access the early access promotion that started on the 12th of August. This was promptly identified and the issue was resolved for members.

  • In-Store verification email request change

VIP members signing up in-store will automatically receive an email to complete their verification and set up of their VIP account on Feedback was received from these new members that finding the option to get a replacement email was hard. As a result that part of the was re-arranged to make it more visible.

  • LEGO Account Pop Up update

When Logged into with your LEGO account, a changed was added to this LEGO Account pop up menu for VIP members to now have a hyperlink directly to the VIP Reward Centre.

  • Ad-Blocker issue

Updated the domains locations for the VIP Reward Centre cookies to fix the issue that some VIP members were experiencing with their Ad-blockers, This issue resulted in VIP Reward Centre not displaying in parts as expected.

Reward Centre Improvement 19th August

  • Ability to redeem for VIP points

Created a new section for VIP members to be able to add a unique code provided by LEGO for attending certain LEGO events in the US and Canada.

Hotfix 10th September

  • In-store Purchase Bug

Fixed a bug resulting in some US based store purchases were not receiving VIP points. This was identified to a data transfer issue between local store and our Databases.

Reward Centre Improvement 10th September

  • New Rewards

To Celebrate the launch of the LEGO Stranger things Set, we have launched an exclusive Stranger things Sketchbook for VIP members to purchase with VIP points.

Hotfix 27th September

  • LEGO In-Store VIP Points Issue

Fixed an issue where VIP member purchases In-Store were not showing on their account in the VIP Rewards Centre

Hotfixes: 8th October

  • VIP Points balance now showing on LEGO Account pop up

The LEGO account pop up will now display your current VIP points balance.

Reward Centre Improvement 30th October

  • New Reward

VIP have released an exclusive LEGO minifigure torso for the LEGO Towers mobile game. This reward will allow you to spend your VIP points to earn an exclusive torso for the LEGO Towers game.

Reward Centre Improvement 8th November

  • New Reward

VIP have released a Reward tied to the LEGO Hidden sides App and theme launch. For the purchase of 200 VIP points members can get access to the App for iOS and entered to a survey for the points to be fully refunded and bonus 25 VIP points applied to their account when survey was completed.

Reward Centre improvement 23rd December

  • New Reward

VIP have released 3 LEGO Digital poster downloads to celebrate the launch of the LEGO Dinosaur Fossils IDEAs Set

Reward Centre improvement 20th January

  • New Reward

VIP have released 3 LEGO Digital poster downloads to celebrate the launch of the LEGO® Old Trafford – Manchester United Stadium

Author: Adam White

Howdy I'm Adam, The editor of - your go to source for the latest LEGO news, reviews and much, much more. Some of you may know me from other LEGO sites so you'll know I have a good experience of the LEGO community and a deep, passionate commitment to all things LEGO. I specialize in seeking out the latest LEGO news and products, as well as being an expert on all things LEGO gaming. So welcome to BricksFanz - Fuelling Your LEGO Lifestyle.

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  1. First and foremost, i dont think TLG hace been 100% open and honest with VIP card holders. If Lego Group employees were exploiting the scheme then that should have been addressed internally and prodedures revised with sufficient checks and balances in place at supervisory and line management level. Revising the scheme and making it hard for fans us most unwelcomed.

    The second part around data protection is a bit odd and is really a smoke screen. Lego, we are AFOLs please do not lie to us!

    Ok so on the basis that there had to be changes, the biggest loss and most negative thing about the new vip card is that you have to have a smartphone. I am in my 50s and i can live without a smart phone, oh but now i need one otherwise icant collect points. Bad move…. A free plastic card to colkect points was way cheaper and did not need charging up etc…

    Then comes the removal of point of sale redemption of points. I live 3 hours away from a lego store so its a major cost in terns of time and travel to get to one. Please can we have a store in Norwich! Often the products i want to buy are out of stock, so redeming for virtual vouchers before i go to the store is a major major pain. As such i have to wait in store, normally for about an hour or more, holding up other customers and taking up staffs time as i try to log on and redeem vouchers. The system is just so inflexible and non user friendly.

    Trying to get the digital AFOL sticker added to my digutal vip card has been a nightmare, as a result we have been told to use our old plastic vip cards with physical stickers on instead. So thats progress.., the new systen is so poorly set up it needs a major major review.

    As such It would be sensible to seek AFOL volunteers to form a small working group with Lego to flesh out the issues and address areas if improvement.

    Finally encouraging kids to gamble vip points for a one in a million chance to win a super rare minifigure is very very poor. Its simply unethical and should cease immediately.

    In summary TLG have ruined what was a very good scheme and made many thousands of fans unhappy.

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  2. Think Jason has pretty much nailed it on its head…

    I also find it very frustrating that in order to redeem any codes for “exclusive items” I need to go and buy something else first and add the code at chekout!? No… sorry! I’ve already spent my money to earn my points – just let me redeem them for free!!

    I like the fact that there is more choice now but not the way it currently works!

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  3. I do not like the new system I have not gotten points for things I have purchased. I went to use my points at christmas and could not figure it out. The old system was simple and made me happy. Being a VIP does not give me any benefits now. I can not use my points for lego, I do not have early access to anything, and I do not get discounts or special offers. My VIP lego account is useless to me.

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  4. I have very little good to say about the new points programme.

    The freebies that can be redeemed are way to expensive point wise for the posters. £5 is now 800points where it used to be 500points. That is a huge jump when thinking you get 100 for every £100 spent.

    The redeemable LEGO sets just weren’t available in enough quantities for a lot of people to redeem which seems unfair that a gift for being loyal is only for people that are fast enough to get them.

    Also exclusive free things go live on the site when other parts of the world are asleep so they don’t get the chance. The Batpod was made available when the majority of people still couldn’t access the rewards website.
    There was also people that abused this and ended up with more than one set they then sold for expensive prices. It’s fine to have an exclusive but let other people have a chance of owning sets instead of scalpers ripping people off.

    I find the competitions terrible. Why would you use points to enter a competition that costs so many points? It should be a free competition to get more people to visit LEGO parks/discovery centres.

    The point value has gone down but the prices of sets and CMFs have gone up which makes it harder to earn enough points to redeem money off vouchers unless you are buying sets every day.

    The money off vouchers make shopping in stores and online more of a hassle since you have to now redeem the voucher before you even get to the pay screen or till. I thought in this day and age companies wanted things to go faster but this system slows things down. Previously LEGO employees would let you know how much you have to spend in points when making a purchase now When at a till in store you still have to tell the LEGO staff you want to redeem the voucher so why did LEGO add this whole extra task to buy and redeem points?

    Points are not always as instant as they used to be. Sometimes they add to the account instantly but I have had times where I have waited a few days for them.

    The digital card is nice and all but you have to have a smart phone to have it. Not everyone has a smart phone.

    In essence we seem to have been given more hassle and less VIP experiences. LEGO has the best reward programme before these changes.

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  5. The mantra on the new VIP program was to “create a larger and deeper fans involvement and experience”.
    There’s nothing wrong changing completely the VIP points usage, offering tickets, posters, and other nice things to intercept people who can be interested in.
    The negative (and very important) point is this new program completely forget to respect the needs of who, like me for example, does not have any kind of interest in other experiences around the LEGO world, and gadgets and so on. Simply the new program missed the chance to add some new feature to the old VIP points, lettin’ points usage unchanged (for instance: as a direct discount on buying set).
    The new system that enable only 4 classes of discounts, with very complicates ranges to reach over 3000 points, for LEGO users like me, is a concrete change in my buy habitudes, so the “new experience” is simply frustrating because conditioned by reaching a certaing value to get discount coupon: in fact, I buy less at shop@home and more on Amazon, because now VIP is less interesting than direct discounts.

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  6. Rewards? Yawn. Terribly boring and pointless especially for adults but even if I had kids I can download wallpapers and colouring books for free. The rest of the stuff they should just throw into the box whenever you order something anyway especially when forced to spend 50 quid to get free delivery. It’s all just promo materials.
    Having to plan in advance if I want to redeem points to spend in store is annoying as often i don’t know if I want to get anything until I’m there.

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  7. Why did they have to make the new system so complicated? Spending far more to get less rewards has really put me off shopping directly with Lego and how much more difficult it is to spend your points. I would rather shop in other high st stores when on promotion than mess about. I live nowhere near a Lego store. No incentive to travel to one again.
    Disappointed Lego fan and now lost customer to Lego directly.

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  8. Not very interesting items
    Why not some Lego figures or items .not pictures or screen savers

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  9. I was very disappointed that despite putting my name down for the February 1st AFOL Shopping Day, I was not sent an email nor pink sticker for the event and so could not take part.

    After much back and forth, I was told by a Brickish representative who had done everything he could that AFOLs with a sticker from previous events could use that on this occasion. However, for someone who had never done shopping day before like me, it meant there was no solution, and I was forced to sit it out.

    I was deeply disappointed, and would appreciate some resolution way in advance of the next shopping day please, so that I don’t miss out again.

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