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Survey About the LEGO VIP Program & Rewards

There has been quite a bit of frustration with the LEGO VIP website, as well as rewards running out too quickly. In fact, several of the recent rewards ran out within the first few minutes of going live, leaving many LEGO fans disappointed. LEGO is aware of the problem, and as part of finding a solution, they are running a survey.

“We are committed to continuously improving the VIP program to meet the needs of our fans. We’d be so grateful if you could take this survey and share your thoughts and opinions. Your feedback is incredibly useful and helps us get better at what we do.” – The LEGO VIP Team

The survey asks you questions like what you like the most and the least about the LEGO VIP Program, how satisfied/unsatisfied are you with the LEGO VIP Program, which of the currently available LEGO VIP benefits you value the most, and what else would you like to see offered by the LEGO VIP Program Some of the questions are just selecting buttons or check-marking boxes, and there are some questions where you can type up a response. The total number of questions is 21, and it takes about 10-15 minutes to fill it out (depending on how elaborate you want to be with your answers).

LEGO does take their surveys seriously, and even if we don’t see immediate changes, they do act on survey results. So, if you have a few minutes, feel free to give them your honest feedback. Here is the link: LEGO.com/en-us/vip/rewards-center/rewards

Please note that the survey may not be available in all countries at the moment, but they are planning to make it more widely available. So if you don’t see the survey currently in your country, check back a couple of days later. If you run into any issues with finding or filling out the survey, just let me know in the comment section below and I can ask on your behalf on the LEGO Ambassador Forum.

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{ 13 comments… add one }
  • Martin May 7, 2021, 10:41 AM

    I hope they are bracing for a lot of negative feedback. They should just bring back the old way of doing it.

  • j.j. May 7, 2021, 10:51 AM

    Well, for one, the program doesn’t work. Bring back what we had before. It wasn’t great, it was only 5% discount, but at least it worked. I don’t care for wasting my VIP points on coloring pages and exclusives that sell out in five seconds.

    • Me May 7, 2021, 12:43 PM

      I totally agree. Though I have to say, Some people must like those coloring pages and exclusives or else why would they sell out so quick?

      • Håkan May 7, 2021, 5:12 PM

        Exclusives, I can see. The coloring pages are just fluff, and I can’t see how they’d sell out as they’re just digital files that could be copied endlessly….

        By the way, least I checked, this survey didn’t seem to be available in Sweden…

        • Thita (admin) May 7, 2021, 5:15 PM

          We were told via the Ambassador Network that the survey will roll out at different times in different regions. It’s a good survey with thoughtful questions, so I hope you will have the chance to take it. In the meantime, you’re welcome to share your thoughts here. 🙂

          • Håkan May 7, 2021, 7:26 PM


            This isn’t a problem that has affected me personally, since I’ve never really tried to get any of the more sought after GWP’s, since you’d need to spend a lot of money and they rarely coincided with a 2xVIP drive, but since the GWP promotions have worked so badly in the past, I guess the system needs some overhaul, whether it’s due to underproduction, Covid-related distribution or something else.

            2nd. I don’t know if this is true, but I heard that if you had collected enough VIP points to redeem several discount coupons, you were still only allowed to use one coupon per purchase. That didn’t really sound fair, since you had still earned the discount coupons with your own money.

            That you wouldn’t earn any new VIP points for products purchased with VIP coupons, or that Pick-a-Brick or Bricks and Pieces purchases wouldn’t add up to a GWP bonus due to the employee workload, that sounds fair; but I think you should be able to use all the discount coupons you have accumulated for one single purchase.

            • Thita (admin) May 7, 2021, 8:47 PM

              Good feedback. As far as your second point, you can definitely use more than one coupon at a time. It’s not so intuitive how it’s done though. I had to call customer service when I did that and they walked me through it. And I already forgot how to do it. 😀

              • Håkan May 8, 2021, 7:42 AM

                Haha. Well, at least it’s possible! =D

  • Emperor P. May 7, 2021, 2:59 PM

    I gave them a piece of my mind. 😀

  • Nicouse May 8, 2021, 3:02 AM

    Thita, how do you know that :”LEGO does take their surveys seriously, and even if we don’t see immediate changes, they do act on survey results. ” ?
    Do you have conclusive evidence of that in the past ?

    • Thita (admin) May 8, 2021, 5:02 PM

      Nicouse, I’m not a LEGO employee, so I can’t see all the inner workings of the company, but as a LEGO Ambassador, I regularly interact with LEGO employees. Especially those who work with adult LEGO fans. All I can say is that they consistently demonstrate how seriously feedback received from the fan community is taken. These surveys are prepared carefully to get relevant feedback, the data is analyzed, and then presented to key decision makers. Depending on what the issue is, sometimes changes/adjustments are swift, sometimes slow, but they definitely go through the chain of command. From personal experience I know that our feedback doesn’t go in vain. If you have more questions about this, just let me know. 🙂

      • Nicouse May 10, 2021, 2:55 PM

        Thanks a lot for your answer, complete, honest and providing necessary insight on the subject matter.
        I sincerely hope this survey will change something, especially the way for redeeming the VIP points in coupons.
        Keep up the good work with your website, especially Brick Breakdown categories !

        • Thita (admin) May 10, 2021, 9:06 PM

          Nicouse, yeah, that’s my hope too. The whole process needs an overhaul to make it more user-friendly.

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