LEGO launches Insiders app in Australia for members

The LEGO Group has launched the LEGO Insiders app in Australia, extending its membership programme to mobile devices in the market.

Australian users can download the app from Apple's App Store and Google Play. It lets members earn points on purchases made in the app, on LEGO's online store, in LEGO stores and with selected partners.

Points can be redeemed for instant savings or rewards including collectibles, digital downloads and LEGOLAND tickets. Members can also get early access to selected product launches through the programme.

The launch gives Australian members one mobile place to manage key parts of the loyalty scheme. Non-members can also sign up through the app.

Member tools

Alongside points and rewards, the app includes shopping and account management functions. Users can create and manage wish lists, browse LEGO sets and themes, track orders, and access seasonal member offers and gifts with purchase when available.

The app is aimed at users aged 18 and over. It is available in English and requires iOS 15.1 or later on iPhone, and Android 7.0 or later on Android devices.

The Australian rollout adds another market to the app's wider release. According to LEGO, the product builds on launches in other countries, where the group has already gathered member feedback and usage data.

Membership programmes have become a bigger part of consumer brands' direct relationships with shoppers, particularly as companies try to connect in-store sales, eCommerce activity and digital engagement. For toy makers and hobby brands, mobile apps can also encourage repeat purchases and closer contact with adult collectors as well as families.

Aaron Mitchell, Vice President, Membership & Personalisation, at the LEGO Group, outlined the company's plans for the app. "We're excited to continue scaling the LEGO Insiders app for members, building on the positive feedback and engagement we've seen from members in markets where the app has already launched," Mitchell said.

He added: "This is only the beginning. Our ambition is for the app to become the mobile membership hub for all things LEGO Insiders, truly putting 'membership in your pocket' by ensuring members have easy access to benefits, rewards and exclusive experiences that are relevant to them, wherever they are. We'll continue to evolve the app, so members can get even more out of their membership."

LEGO products are sold in more than 120 countries, and the family-owned business remains headquartered in Billund, Denmark.