LEGO Insiders: Building a Multi-Billion Dollar Loyalty Ecosystem

The LEGO Group’s transition from the legacy LEGO VIP program to LEGO Insiders in 2023 marked a pivotal shift toward a unified, digital-first loyalty ecosystem.

By H1 2025, this strategy delivered record-breaking results: 12% revenue growth (DKK 34.6 billion) and a 26% surge in operating profit.

The program’s success is rooted in its ability to blend physical play with digital engagement—allowing members to earn points not just through purchases, but by scanning instructions from sets they already own.

This "omnichannel-by-design" approach has turned occasional buyers into a massive, data-rich community, providing LEGO with the resilience to outperform the broader toy market.

🏢Company & Market Context

LEGO is the world’s leading toy manufacturer, employing over 31,000 people globally. In H1 2025, the company significantly outperformed the toy industry, which has faced headwinds from shifting consumer spending. LEGO’s resilience is attributed to its diverse portfolio—launching a record 314 new sets in the first half of the year—and its aggressive expansion of physical retail, opening 24 new stores to reach a global total of 1,079. This physical footprint is tightly integrated with its digital "Insiders" platform, creating a seamless loop between store visits and app engagement.

🎯Program Design Breakdown

LEGO Insiders is a free-to-join membership platform that unifies all LEGO digital accounts (LEGO ID, VIP, LEGO Ideas).

• Point Accrual: Members earn points through purchases at LEGO stores and LEGO.com. A unique innovation is the ability to earn points by scanning the QR code on building instructions, rewarding the act of play regardless of where the set was purchased.
• Reward Catalog: Points can be redeemed for discounts on future purchases, exclusive member-only sets, digital downloads, and "money-can’t-buy" experiences like tickets to LEGOLAND.
• Community Engagement: The platform integrates LEGO Ideas, where fans can submit and vote on new set designs, and LEGO Life, a safe social network for younger builders, creating a multi-generational engagement loop.

⚙️Technology & Operations

LEGO’s "ongoing digitalisation" is a core pillar of its strategy. The company has invested heavily in a unified digital platform that connects its e-commerce engine, retail POS systems, and the Insiders mobile app.

• The Insiders App: Launched as a central hub for the UK market in late 2025, the app allows members to track balances, redeem rewards, and access exclusive content in real-time.
• Operational Efficiency: By adopting new technologies and platforms, LEGO has improved "ways of working for colleagues" and enhanced the brand experience for shoppers and retail partners. This digital infrastructure supports the rapid scaling of the program across 54 global markets.

📊Results & Metrics

The impact of the LEGO Insiders ecosystem is reflected in the company’s H1 2025 performance:

• Revenue: DKK 34.6 billion (+12% YoY).
• Consumer Sales: +13% YoY, significantly ahead of the toy industry average.
• Operating Profit: DKK 9.0 billion (+26% YoY).
• Net Profit: DKK 6.5 billion (+16% YoY).
• Retail Expansion: 24 new stores opened; 1,079 total stores globally.
• Sustainability: Doubled the share of renewable materials compared to H1 2024, targeting 60% by year-end.

🧠 Key Strategic Lessons

1. Ecosystem Play: Don’t just build a loyalty program; build a unified member platform that connects every brand touchpoint.
2. Reward the Experience, Not Just the Transaction: By giving points for scanning instructions, LEGO rewards the usage of the product, not just the purchase.
3. Omnichannel Integration: Tightly coupling a massive physical store network with a digital app ensures the brand remains top-of-mind across all shopping journeys.
4. Product-Led Growth: A record-breaking product launch cycle (314 sets) provides the "fuel" for the loyalty engine, giving members constant reasons to return and redeem.

🚀 What You Can Apply for Your Growth Goals

• Fintech/Wallets: Look at how LEGO unifies disparate accounts into one "Insiders" ID to reduce friction and improve data collection.
• Retailers: Implement "play-to-earn" or "use-to-earn" mechanics that reward customers for engaging with products post-purchase.
• Digital Product Teams: Prioritize "digitalisation" that supports both customer experience and internal operational efficiency.