Lego Insiders Treasure Hunt

This week the LEGO Group introduced the LEGO Insiders Treasure Hunt to commemorate the launch of their new LEGO VIP membership program, LEGO Insiders. This exciting event offers fans the opportunity to win numerous prizes by scanning LEGO bricks** through augmented reality. Whether at home or in LEGO stores, participants can search for a golden LEGO brick to uncover their reward. Additionally, there are no restrictions on the number of times you can participate per day, making the experience even more rewarding and enjoyable.

During the following six weeks, in each participating country, six individuals will have the chance to become a LEGO millionaire by winning a prize equivalent to [£7,000 / US$9000 / €8,200 / CAD$12,000 / AUD$13,250 / NZD$14,500 / DKK 60,500 / KRW 11475000] worth of points. These points can be redeemed at the LEGO Insiders Reward Center for exclusive discounts on sets, member-only merchandise, opportunities to win unique collectibles (available in select countries), and more.

Lego VIP

If you don’t hit the jackpot, there are numerous additional prizes up for grabs. These include digital comic book creators, unlockable content in LEGO games, and digital downloads of iconic historical images.

Prizes include:

There are a total of 2,000,001 prizes to be won in a shared prize pool across participating countries. Winning Moments prizes consist of:

  • 1,6000,000 x LEGO colouring sheet Downloads (1 of 8 varieties available allocated at random)
  • 100,001 x Code Redemption for an exclusive Torso in the LEGO Tower App
  • 100,000 x Digital Comic Book – LEGO Star Wars
  • 100,000 x Digital Comic Book – LEGO Spider-man
  • 100,000 x Digital Comic Book – LEGO Batman

Fans, whether they are new or existing, can participate in the treasure hunt by visiting from now until October 2nd, 2023. If you don’t have a LEGO brick nearby, you can visit the closest LEGO Store and scan it there, or you can play together with friends at their place. Winners will receive prompt notification and a unique code to redeem their prize on the new LEGO Insiders website.

LEGO Insiders is a loyalty program designed for LEGO enthusiasts. It aims to make play more rewarding and accessible to all. As a replacement for the previous LEGO VIP membership program, LEGO Insiders offers a variety of exciting benefits. These include earning points on purchases made

at LEGO Stores and, as well as bonus points for registering your collection. Moreover, there are enjoyable activities for families and the chance to stay updated on exclusive offers and new product launches. Join the LEGO Ideas community to connect with fellow LEGO fans and unleash your creativity.

**LEGO bricks included are LEGO system bricks, please refer to campaign t’s and c’s for the full details of how to scan for prizes visit