LEGO announces Tin Lunchbox VIP reward

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LEGO has announced an interesting VIP reward, paying homage to a classic advertisement from 1965.

This colourful tin lunchbox features the catchily-named 050 Basic Building Set in Cardboard and will be available on the 1st of September, costing 2500 VIP points.

Which other classic advertisements do you think warrant revisiting? Let us know in the comments.

47 comments on this article

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By in United Kingdom,

The "cost" is £15.625

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By in United States,

Does it come with a matching thermos? LOL

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By in Australia,

I love this but don't love that it is a VIP exclusive as Lego LEGO.com is only available in a relatively small number of countries with Brand stores being in even less. Even countries like Australia that have LEGO.com, buying Lego full price directly is only something you would do for a set you really really want or something like Brickheadz that are not sold in retail stores here since Toys'R'Us went under. Having a lot of VIP points unused even if you have LEGO.com is not a given either.

Understanding that this type of thing is just another way Lego is trying to get people to buy their product directly is all well and good, but for people outside of their direct shopping avenues will miss out, effectively making this a type of regional exclusive unfortunately. I guess the after market sellers will be rejoicing though!

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By in Poland,

The tin signs are evolving.

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By in United Kingdom,

We’ve had a tin lunchbox previously. Not the best of rewards. Sold it in the end as really wasn’t keen on it :-/

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By in Slovakia,

Will it come with bricks?

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By in Slovenia,

one more thing that pushes me away from buying lego besides extortionate prices, poorer and poorer quality, too big sets, unreasonable newer and newer pieces, poor playability. there are much much better dust-catchers than adult lego sets

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By in United States,

"Today in 2065" That must have seemed so far in the future back then. It's still a ways away, but a large portion on people alive today will be alive when it happens. (I love the patent drawings on the sides.)

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By in United States,

"Which other classic advertisements do you think warrant revisiting?"

30+ years later, we should learn what's become of Zack.

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By in United Kingdom,

Not really sure I’d want this being delivered, the smaller delivery boxes really don’t provide enough protection from dpd squashing them, would expect the tin to be dented and creased much like the regular cardboard boxes?!

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By in United States,

@pawelg said:
"Would you seriously consider showing up with something like this in the office or something?"

Oh hell yes. :)

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By in United Kingdom,

@spig0909 said:
"The "cost" is £15.625"

Actually, 8 points equals £1GBP. Soo, 2500 divided by 8 equals 312.5... so £312.50.

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By in Netherlands,

Don't care one bit for a lunch box, but I love that advertisement!

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By in United States,

This makes me wonder what retro lunchboxes based on other themes could look like!

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By in United States,

@Squidy74H:
It’s a VIP Reward that you spend points on. Your point about access to LEGO.com has definite merit, but brand stores won’t have access to this at all.

@MainBricker:
Are you claiming they award points at different rates based on which set you buy?

@GrizBe:
I think @spig0909 was referring to the cashback value of 2500 points, not the retail price of sets required to earn that quantity. If you spend £312.50 on LEGO sets, you still get £312.50 in LEGO sets, in addition to those 2500 points.

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By in Netherlands,

I've just got 712 points for a €94.99 purchase, which means 7,5 points per €1 spent. 2500÷7,5 equals €333,33 spent on Lego to get the required points.

I'd rather trade them in for a discount and get regular GWPs.

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By in South Africa,

On an unrelated topic, does anyone know what are the current GWPs for a LEGO store opening? I have one opening 'near' me on the 1st of September and I am considering buying the 10297 Hotel then if the GWPs are decent, otherwise buying online before that to avoid the expected 15% price hike...

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By in United Kingdom,

It seems from the ad that by 2065 we’ll need to wear helmets with air filtration to protect us from the sun’s radiation and from air pollution. Mutations will become common, especially those turning your left thumb into another index finger. Fortunately, I probably won’t be around by then :~P

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By in United States,

This looks a different shape than the last lunchbox, but still so very small, barely big enough to hold a sandwich and drink can and that's it. Not a practical item.

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By in United States,

@pawelg said:
"Would you seriously consider showing up with something like this in the office or something?"

Certainly! Right now, I'm using a "LEGO Masters" shopping bag to carry my lunch.

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By in Australia,

Classic ads we want to see?

Easy. A man falling into a river in LEGO City.

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By in United States,

Ah yes this will be the perfect lunchbox for School

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By in United States,

The planets around the rocket look like bullet holes. Some AFOL really got on someone's bad side...

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By in Canada,

@Squidy74H said:
"I I guess the after market sellers will be rejoicing though!"

I's a tin lunch box. We don't need to turn everything that they offer to a "must have" just because they splashed their Logo on it. Like, were you really going to pack your lunch in it and take it to work? My guess it that it'll be placed in the background of some reviewer's videos and that's it.

I see a lot of stale marketplace ads for the coins and tin plates all the time, people don't care about these as you might think. It's of course OK for you to personally want it for reasons, but I think calling this item an 'aftermarket' rejoicer is a bit far fetched :)

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By in United States,

Besides increasing the size of the box to be able to fit an entire KFC bucket worth of chicken legs inside....

Since I'm building 10497, how about an image like the back cover of the instructions: Classic Space logo on a starfield. However, I have some options instead of just a generic starfield....

- An accurate real life starfield with faint constellation lines, names, and prominent stars.
- A wide shot of the Milky Way with details for nebula, dust clouds, and other notable objects.
- A top down version of Milky Way with the Sun's location, spiral arm names, and an arrow pointing to Andromeda.
- A more starry, less blobby version of the Gaia Telescope 6000 parsec radius of the Sol System map.
http://galaxymap.org/drupal/

Inside the box --besides a thermos in the form of an Apollo Command and Service Module-- is a sticker sheet with the logos of all the Space factions so one can place them on the map where each faction might reside.

Castle, Pirate, and Adventurer versions would be welcome as well.

Also, it doesn't have to be a lunch box. Slap the image on whatever the current largest tile size is. Maybe a small Art set. Or a large Dot set. Possibuildities.

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By in United Kingdom,

I like the advert but would have much preferred it as a tin sign or a print rather than a lunch box.
I'm not sure of any other adverts I'd like to see, but I would love the 1964 Lego System Logo with colour bars.

On the subject of rewards, I do wish the page could be filtered to exclude everything that has been redeemed or is sold out!

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By in United States,

I like it. Agree with others that I don't like being forced to purchase direct from Lego, but this is a pretty neat little thing and I plan on getting one (and for once, actually have spare points on hand).

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By in United States,

What they should do is actually have that rocket, in a modern form/style within the tin as a Gw/P.
This is something I wished they did with the Walmart yellow castle freebie. Instead of the cheap zip lock packaging.
Something with this retro styling is what I'd want in my collection, but not an empty lunch box.
Small retro-rocket (colors like in the painting) set would be nice within tin.
Additionally a kid minifig styled like from the lid, matching with helmet (classic spaceman helmet).

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By in United States,

This was a British advertisement. In "one of the hundreds of models you can make with the 55/- Lego set", the "55/-" refers to the original price of 050—55 shillings, or £2, 15s, 0d (£2.75 in decimal form). That's *at least* £57 in today's money!

I'm guessing very few people recognize 55/- as a price today. It's neat they faithfully reproduced that detail anyway.

Also notice that nobody was attempting to insist that "Lego" needed to be printed in all-caps back then.

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By in United States,

@elangab:
I’ve been waiting for them to open the coins up to double-dipping, as they promised to do many moons ago. Maybe I should check other sources.

As for the tin plates, I’ve only spent points on two of them, and have yet to claim the modern logo (got the vintage one a while ago). The rest don’t interest me, but I’ll probably grab this lunchbox (I think I have all the Nintendo DS LEGO lunchboxes, plus at least one extra LSW one that I can open).

@560heliport:
Old show called Parker Lewis Can’t Lose (it out-Ferrised the TV spin-off of Ferris Bueller’s Day Off). Kubiak was a character played by Abraham Benrubi, who was just as imposing in size as he is now. It was a running gag that Kubiak brought his lunch to school in a full-size paper grocery bag, at a time when people still used lunch-sized paper bags for their lunches. On the bag was written “Kube’s Lunch”. Lots of bad things happened to the contents of that bag over the course of three seasons. Anyways, I have one of those LEGO Masters tote bags, so if that’s what you’re referring to, it’s slightly larger than a full size paper grocery bag.

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By in Canada,

@PurpleDave said:
" @elangab:
I’ve been waiting for them to open the coins up to double-dipping, as they promised to do many moons ago. Maybe I should check other sources."


At least for the Canadian Lego site, it was quite easy to get these. The second batch was in stock for a long time, and I can find these on FB Marketplace for about $25-$30. I think the aftermarket price of these went down a lot after the initial excitement and stock limit. Even true for today, the tin plates are all in stock, and I see one coin still in stock.

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By in Belgium,

All these items are just a payout-claw back operation by Lego.
My points are cashbacks and just that. No need to push those points into a subpar identity crisis.

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By in United States,

@PurpleDave :
Thanks! Had never heard of it.
Two 20-oz water bottles and two sandwiches means I need a big lunch bag. Plus, it was free, and it's easy to identify.
Edit: I looked up Abraham Benrubi. Oh yeah, that guy: Buffy the Vampire Slayer and Robot Chicken!

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By in United States,

@mr_skinny said:
"We’ve had a tin lunchbox previously. Not the best of rewards. Sold it in the end as really wasn’t keen on it :-/"

I believe you're referring to 5006017

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By in United States,

@elangab:
I got a complete set the first time around, though the last coin cost me a vacation day and was close call even then. But the second round, they said they were restricted to anyone who’d missed them the first time. And they said they would lift that restriction at some point, but I think it’s been half a year with no change. They still show up in my Rewards Center, and they all still show Reedemed in greyed out text.

@560heliport:
So is a full-size paper grocery bag marked “Kube’s Lunch”. Anyways, I don’t think he grew any since playing that high school student. He was kinda like the Hulk most of the time (pity the unlucky soul who destroyed Kube’s lunch…which happened frequently), but they’d have him wax extremely philosophical with out-of-character eloquence every now and then.

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By in United States,

@Luka_Lobe said:
"one more thing that pushes me away from buying lego besides extortionate prices, poorer and poorer quality, too big sets, unreasonable newer and newer pieces, poor playability. there are much much better dust-catchers than adult lego sets"

Well that's job security for the Maid!!!

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By in Canada,

@PurpleDave said:
" @elangab:
I got a complete set the first time around, though the last coin cost me a vacation day and was close call even then. But the second round, they said they were restricted to anyone who’d missed them the first time. And they said they would lift that restriction at some point, but I think it’s been half a year with no change. They still show up in my Rewards Center, and they all still show Reedemed in greyed out text."


Oh, OK... I wasn't aware of that. I never ordered any of them so didn't see it greyed out.

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By in United Kingdom,

@Draykov said:
" @mr_skinny said:
"We’ve had a tin lunchbox previously. Not the best of rewards. Sold it in the end as really wasn’t keen on it :-/"
I believe you're referring to 5006017"

Almost really good, but colour bars with the wrong Lego logo.... really bad!

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By in Australia,

I NEED THIS RIGHT NOW!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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By in Netherlands,

At some point, it'll probably be on sale for much less points.

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By in United States,

Lunchbox is pretty neat, but I want that helmet the kid on it is wearing.

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By in United States,

I have tin Spiderman lunchbox and it's fantastic for holding my minis for D&D.

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By in United States,

Running out of VIP rewards to redeem against, so I'm excited to see this come out! Looks like my points total go down just a touch.

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By in Australia,

This is available now here in Australia to redeem.

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