Hi there!
This coming November, a new and rather interesting private LEGO Insiders shopping event will take place at participating LEGO Stores.
The event has now appeared on the LEGO Store websites and is exclusively for LEGO Insiders. It gives you the chance to do your Christmas shopping before regular business hours and take part in exclusive promotions.
Let’s take a closer look at what’s behind this.
Let’s get started!
Private shopping before the official opening
The LEGO Insiders Private Shopping Event will take place in Europe on November 14, 2026, at participating LEGO Stores. Space is limited at each store, and advance registration is required.
What makes this event special is that participants can enter the LEGO Store before it opens to the general public and do their Christmas shopping in a much quieter atmosphere.
In addition, Brick Specialists on site will offer personalized recommendations and help customers find the perfect LEGO Christmas gifts.
Exclusive Construction Promotion for Participants
And it’s not just about shopping.
LEGO is also announcing an exclusive Minifigure Factory building activity.
Participants can design their own “Ugly Christmas Sweater” in LEGO form. The official event pages also mention additional giveaways.
Of course, the specific deals offered at each individual store may still vary.
For example, I could easily imagine that there might be a few more small stickers or other Christmas-themed extras. So far, though, that’s just a guess.
Here’s How to Sign Up
Reservations are free, but you must be a LEGO Insider.
When you sign up, you can select your preferred LEGO Store and then see if there are still spots available there.
I tried it out right away and signed up for the LEGO Store in Hamburg. At the time I signed up, there were still a few spots available there.
Once you’ve successfully made a reservation, you’ll receive a confirmation with a QR code that you can show at the event.
If you later realize that you can’t attend after all, you can cancel your reservation. I think that’s pretty sensible, because it gives someone else the chance to take the spot that’s become available.
Are there any special discounts?
Nothing has been announced about this yet.
Personally, I wouldn’t expect any special sales or exclusive discounts just yet.
To me, the whole thing sounds more like a quiet, exclusive shopping experience with personalized advice, giveaways, and the special building event.
If LEGO were to announce any special Deals later on, that would of course be a nice surprise.
Click here for reservations , promotions, deals, and events
My Conclusion
I actually find the idea quite interesting.
There’s something special about visiting a LEGO Store just before the Christmas season—right before it officially opens—without all the usual hustle and bustle.
On top of that, there’s the exclusive building promotion—and maybe a little something extra here and there.
I’ll most likely be attending the event in Hamburg myself, and I’ll of course let you know afterward how everything went there and what was actually on offer.
If you’re interested as well, I’d recommend not waiting too long to register. Spots are limited, and the available dates are likely to fill up quickly, especially at larger stores. LEGO itself also recommends registering early.
Now it’s your turn: Will you sign up for the private LEGO Insiders shopping event?
Or have you perhaps attended a similar LEGO event in the past?
Feel free to write anything in the comments!
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Author: Dante