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Kim Ellekjær Thomsen

The LEGO Ambassador Network - Rules and Guidelines

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If you are interested in what it takes to acquire recognition and who we consider for recognition, please read the following information

The different types of Recognized Communities we recognize:

RLUGs – Recognized LEGO® User Groups
The LEGO User Groups typically has physical presence in a limited geographical area (for example a country or state). The members organize events, get together for build meetings and do local community work. The LUG may  or may not collaborate with the local LEGO Business Unit.

RLOCs – Recognized LEGO® Online Communities
The Online Communities are present online mainly and do most of their community activities via their online forums in which they drive discussions, product reviews, competitions and everything else celebrating the LEGO Brand.

RLFMs – Recognized LEGO® Fan Media
The Fan Media are outlets such as physical Magazines, online Magazines, Blogs, YouTube channels, etc. They focus on LEGO History, LEGO Product Reviews, LEGO News and produce articles focusing on everything relating to the LEGO Brand.

All Recognized Communities are divided into 2 tiers; Tier 1 and Tier 2. All new Recognized Communities start in Tier 1. 
Below you see an example of how each community type could look at Tier 1.


Ambassador and Community requirements and responsibilities

An Ambassador of a Recognized community must be 18+ and appointed by the community to represent the community and its members actively on the LAN. The Ambassador does not represent The LEGO Group.

The Ambassadors primary responsibilities are:

  • To be the single point of contact between the LEGO Group  and the community he/she represents.
  • To bring forward relevant topics raised in the community to the LAN in order for everyone to benefit from the experience of the other Ambassadors.
  • Take information from the LAN to the community members.
  • To ensure that all formal requirements related to reporting, sign up for support, etc. are met.
  • To actively engage and participate on the LAN.
  • To distribute and/or participate in surveys that are generated by the LEGO Group.
  • To keep the LAN team updated on any changes to the community, be it address changes, change in Ambassador, structure, inability to meet requirements or other relevant information.

Roles and Responsibilities

To maintain recognized state, the RLUG/RLFM/RLOC must meet the following requirements:

  • The Ambassador must fulfil her/his role and responsibilities as outlined in this document
  • Activity and Event Reports must be submitted in time
  • Comply with TLG Fair Play Policy and TLG Brand Values
  • Comply with the Novelty Policy
  • Comply with the IP Guidelines
  • Engage the AFOL Community and The LEGO Group in a positive and respectful manner
  • Plan and drive activities of value to and impact on the AFOL Community
  • To ensure an optimal relationship and interaction between the Ambassadors and the LEGO Group, each Ambassador is expected to act in a constructive and respectful manner and be in all actions and activities a role model for other Ambassadors as well as members.
  • It is considered a breach of agreement if responsibilities cannot be met or an unacceptable behavior is demonstrated by the Ambassador or the RLUG/RLFM/RLOC and the LEGO Group will review the status of the Ambassador, or the RLUG/RLFM/RLOC
  • Failure to meet the above requirements to maintain recognized state or behavior may result in loss of recognition, support and participation in the LAN.
  • The exclusion may lead to the RLUG/RLFM/RLOC being asked to elect a new Ambassador to represent them but it may also lead to the RLUG/RLFM/RLOC being excluded as well.
  • Exclusion can happen with no prior warning.

Minimum requirements to be considered for Recognition (pointers)

  • One full year of existence
  • Active Community with a reasonable number of members/followers/subscribers/contributors depending on your community type
  • Known within the AFOL Community
  • Compliance with the above listed policies
  • Like 8
  • Thank You 3
  • Done 2

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