LEGO Sends Fans On A Hunt For Golden Brick, Willy Wonka-Style

The LEGO Group has unveiled its latest initiative, LEGO Insiders, an evolution of the former LEGO VIP program. This revamped membership offering presents a trove of new rewards, ranging from exclusive products to captivating games and engaging content tailored for its members.

To commemorate this launch, the toymaker has introduced the LEGO Insiders Treasure Hunt. In this quest, enthusiasts embark on a digital exploration, scouring for elusive golden LEGO bricks that promise instant digital rewards on the platform. The adventure unfolds in an augmented-reality LEGO universe, allowing fans to scan their LEGO bricks and sets to unveil a potential fortune.

Starting today and continuing until October 2, the treasure hunt offers over 2,000,001 prizes, including digital downloads, unique content, and the opportunity to participate in a special drawing for a million Insider points, or a value of US$8,900. Other rewards include coloring sheets, codes, and comic books.

LEGO Insiders members have multiple avenues to accumulate points, from purchases to registering their sets. These points not only grant access to exclusive rewards but also facilitate early product access and participation in additional diverse competitions, each promising various prizes. The program seeks to reward play and strengthen connections within the global community.

[via Brick Fanatics and The Brick Fan, images via LEGO]