By Morten Suhr Hansen
I have a dream! Not a secret one, since I’ve written about it on LinkedIn and elsewhere before: To see one of Denmark’s leading companies, the toy giant LEGO, enter the market with a pure subscription.
But in some ways, LEGO is already working on developing a stronger relationship with its many fans through an exciting loyalty and membership concept called LEGO Insiders. It’s worth examining, because even though it’s not a traditional paid subscription, LEGO borrows many of the best practices from the subscription world.
This can undoubtedly inspire many companies that aim to build a closer direct relationship with their customers, without yet being ready to launch a full subscription model. Let’s take a closer look at LEGO Insiders.
LEGO Insiders – From transactional to membership relationship
LEGO is the world’s largest toy manufacturer, and the brand is one of the most beloved globally. For many years, however, the relationship between LEGO and its customers was limited to retail purchases or LEGO’s own stores. With the launch of LEGO Insiders in 2023, that relationship was reimagined.
Today, it’s not just about buying a product—it’s about joining a program and becoming a member. This is a completely different type of relationship. As an Insider, you earn points when you buy LEGO sets, register the sets you already own, participate in small quizzes, or engage with the LEGO universe. Points can then be redeemed for rewards: discounts, exclusive products, early access to new releases, and digital experiences.
LEGO has taken a classic loyalty program and upgraded it to a membership model, where customers feel part of something bigger. It’s not a traditional monthly subscription, but it follows subscription logic: continuous engagement, recurring interactions, and stronger bonds between brand and customer.
LEGO Insiders drives higher lifetime value, customer insights, and ambassador effects
There are at least three reasons why LEGO Insiders is worth analyzing as a case for subscription economics:
- Loyalty and retention: LEGO increases customer lifetime value by rewarding repeat purchases and incentivizing direct purchases rather than third-party sales. Early access to new sets is particularly appealing to adult fans, known as AFOLs (Adult Fans of LEGO), a growing target group.
- Data and personalization: When members register their sets or engage digitally, LEGO builds a massive customer database. This data can be used to develop new products, optimize marketing, and make precise recommendations.
- Brand experience and community: LEGO is about more than plastic bricks—it’s about creativity, imagination, and community. Insiders builds on this story by offering access to exclusive content, events, and competitions, turning customers into brand ambassadors.
Why LEGO Insiders is interesting for other companies
Absolutely! LEGO’s model is particularly interesting because it shows how you can “subscription-ize” a brand without a traditional subscription. Many companies cannot offer a meal kit or a SaaS model—but they can still create a membership universe with continuous engagement.
In my view, three elements are key:
- A strong brand: Customers must feel an identity and sense of belonging beyond the product.
- A rewards system: Points, discounts, exclusive products, or experiences that make continued participation attractive.
- A digital platform: A place where data can be collected and the relationship nurtured through personalized offers and communication.
The pitfalls of a loyalty concept without a subscription fee are still significant: if rewards don’t feel meaningful or lose their exclusivity, members can quickly lose interest. At the same time, there is a delicate balance in offering too many benefits without undermining regular sales.
Another challenge is personalization. When customers share data, they expect relevant offers. If the company fails to turn insights into value for the customer, Insiders risks feeling like just another marketing channel disguised as a membership.
PS: I still dream of a true LEGO subscription, and perhaps LEGO Insiders is part of the path there. Could we imagine subscription-based building sets or a digital premium membership giving access to exclusive digital content, tutorials, building software, or special events? I think it’s possible. Until then, if you’re an AFOL, check out whether the Insiders universe is for you.
