Lego.com is officially launched for Lego enthusiasts in Singapore and Malaysia
The Lego Group is breaking new ground in Southeast Asia with the launch of its e-commerce site, LEGO.com, alongside its flagship loyalty programme, Lego Insiders. The site aims to be the shopping destination for Lego enthusiasts, granting access to a vast catalogue of Lego sets – including sets that have been notoriously elusive to find.
What sets this launch apart is its potential to significantly ease the process of obtaining limited edition or niche sets like the 21343 Viking Village – a set designed for history buffs – and the nature-centric 21342 The Insect Collection, featuring posable, life-size models of insects.
Lego is also doubling down on community engagement with the launch of Lego Insiders. The membership programme is designed to be an all-inclusive platform that rewards both purchases and customer engagement. For instance, points are up for grabs not just for new purchases but also for registering existing sets acquired since 2019 – this is a pretty big thing for the local community. The mechanics are simple: each instruction manual comes with a unique QR code, and a quick scan nets you 20 Insider Points, which are redeemable for an array of benefits ranging from discounts to exclusive merchandise and collectibles.
If you’re wondering if there will be launch promotions, you won’t be disappointed. For the first 11 days of November, Lego Insiders members can snag an Opening Special gift-with-purchase: a Lego Delivery Truck set, available on a minimum spend of $120. The set comes complete with a Lego printed tile and a minifigure. Additionally, there are exclusive gift options for varying purchase thresholds – such as the 40609 Lego Christmas Fun Add-on Pack for a minimum spend of $80 and the 40595 Lego Ideas Tribute to Galileo Galilei for a minimum spend of $210.
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