Before if you went to a LEGOLAND Discovery Center to shop for LEGO, you wouldn’t earn any VIP points which confused a lot of fans since it’s LEGO. This was because Discovery Centers was owned by Merlin Entertainments before 2019 and not The LEGO Group themselves but times are changing as LEGO has announced a pilot program to have the VIP program at a particular Discovery Center.
The American Dream LEGOLAND Discovery Center in New Jersey will be the lucky store to test out this new system. There’s no word on how long it will go for or if any other stores will get the same treatment later on. If we look at previous pilot programs LEGO has done in the past, they eventually will roll it out but it usually takes months for them to do it.
We are excited to announce that the LEGO® VIP Program is now live in the American Dream LEGOLAND® Discovery Center shop, New Jersey, as part of a new pilot initiative.
The pilot will allow LEGO® fans to access the VIP program, and give the opportunity to sign-up, and earn & redeem LEGO® VIP points.
Initially the pilot will only be available in the LEGOLAND® Discovery Center shop in New Jersey, located in American Dream, and not in other LEGOLAND Discovery Center or LEGOLAND Park shops.
We are really excited to offer the LEGO® VIP program to all shoppers visiting the American Dream mall and hope to welcome many of you there!
