Adult Fan of LEGO (AFOL)
Convention Support Program
Revision: 2.0
Date: April 13, 2015
Published By: Keith Severson
Adult Fan of LEGO® (AFOL)
Convention Support Program
PURPOSE
To enhance LEGO® brand engagement at adult fan of LEGO (AFOL) conventions that
celebrate the LEGO hobby. Support is comprised of discounted purchasing opportunities of loose
LEGO elements in bulk, LEGO sets, and play brick boxes (PBBs).
EXAMPLES OF SUPPORT USAGE:



Compensation for AFOL participants’ time and effort
Rewards and/or incentives for AFOL convention hosted competitions & activities
Play area for public visitors
REQUIREMENTS





An AFOL convention must expect a minimum of one hundred fifty (150) participating
AFOLs and a minimum of three thousand five hundred (3,500) public visitors throughout
its entire duration
An AFOL convention cannot last longer than thirty (30) consecutive days
This program is only available to AFOL convention owners
RLUGs cannot apply for participation in this program
If the AFOL convention is physically taking place within one hundred (100) kilometers /
sixty (60) miles from a Merlin Entertainments LEGO themed attraction, i.e. LEGOLAND
Discovery Center or LEGOLAND Resort, the AFOL convention owner must make an effort
to reach out and ask the attraction’s Marketing / General Manager if they wish to
participate in any way
o Reasonable accommodations should be made to include the LEGO themed
attraction’s ideas for self-promotion
o The AFOL convention owner is not obligated to give anything “free of charge” to
the LEGO themed attraction
Page 1 of 8
Adult Fan of LEGO (AFOL)
Convention Support Program
Revision: 2.0
Date: April 13, 2015
Published By: Keith Severson
LIMITATIONS / RESTRICTIONS





All support received from this program cannot be given or sold to the general public
o The public may interact with the support on-site
o Purchased items may be sold, at cost, to participating AFOLs
If this event is receiving additional support in any capacity from other departments within
the LEGO Group the AFOL Convention owner is required to inform the regional LEGO
Community Team representative*
CONFIDENTIALITY - Individual LEGO element prices viewable in the online ordering
platform are confidential and should be restricted to AFOL Convention Owners who are
participating in the program
EXCEPTION – The ability to purchase discounted LEGO sets is not available in North,
Central and South America until further notice
The LEGO Group reserves the right to decline or cancel any level of support offered to the
AFOL convention at any time
SUPPORT OFFERING


There is no donation, or “free of charge” offering of LEGO sets or loose LEGO elements
from the LEGO Group to AFOL conventions
Support for qualifying AFOL conventions is as follows:
o Ability to purchase discounted LEGO sets
o EXCEPTION – The ability to purchase discounted LEGO sets is not available in
North, Central and South America until further notice
o Ability to purchase play brick boxes (PBBs)
 A box which contains “pre-packed” element bags which have come from
various LEGO sets of differing theme and price (size).
o Ability to purchase loose LEGO elements in bulk
o Ability to purchase Activity Boxes (ABs)
 A box of loose LEGO elements of a singular design
 There are an estimated 6,000 LEGO elements in each box
 The individual LEGO element’s design and color is pre-determined by the
LEGO Community Team and as such, special requests will not be accepted
Page 2 of 8
Adult Fan of LEGO (AFOL)
Convention Support Program
Revision: 2.0
Date: April 13, 2015
Published By: Keith Severson


The box in which the LEGO elements are shipped in is a high quality
branded plastic container which the RLUG may keep and utilize as desired
 Total Price
 3000 DKK / 535 USD / 402 Euro
 Price excludes shipping fee (6%), VAT/GST, sales taxes
Price excludes shipping fee (6%), VAT/GST, sales taxes
DETERMINING LEVEL OF SUPPORT



LEGO set purchasing power:
o For each expected AFOL participant, the AFOL convention owner is offered a
certain value to use towards purchasing LEGO sets at a discount. This calculation
equates to one hundred (100) US dollars or Euros per AFOL participant. For
example, two hundred fifty (250) AFOL participants affords the owner the ability
to purchase a maximum of twenty five thousand (25,000) USD/EURO worth of
discounted LEGO sets.
 Certain purchasing restrictions and/or limitations may apply, please ask
your regional LEGO Community Team representative* for further details
 EXCEPTION – The ability to purchase discounted LEGO sets is not available
in North, Central and South America until further notice
PBB purchasing power:
o Each PBB costs either one hundred (100) Euro or one hundred fifty (150) US dollars
if physically located in North, Central or South America
 3,500 - 20,000 public visitors expected = Ability to purchase maximum of
50 PBBs, there is no minimum
 20,001 or more public visitors expected = Ability to purchase a maximum
of 100 PBBs, there is no minimum
Loose LEGO element purchasing power:
o Individual LEGO elements can only be ordered in minimum quantities of fifty (50)
and then in incremental steps of +25
o LEGO base plates can be ordered in quantities of one (1) and then in incremental
steps of +1
Page 3 of 8
Adult Fan of LEGO (AFOL)
Convention Support Program
Revision: 2.0
Date: April 13, 2015
Published By: Keith Severson
ADDITIONAL SUPPORT OPPORTUNITIES


The LEGO Group’s on-site representation at AFOL conventions:
o Employees / representatives of the LEGO Group will make an effort to prioritize
travel to AFOL conventions, though travel will not be exclusive to AFOL
conventions
o Employees of the LEGO Group should arrange their travel to AFOL conventions
through their regional LEGO Community Team representative*
o Employees of the LEGO Group are not allowed to accept any form of
compensation or reward from an AFOL convention or RLUG for their time and
travel
 Employees of the LEGO Group may take advantage of a hotel discount rate
for AFOL convention guests as long as there are open slots, but cannot
accept accommodations for free
Regional market support:
o Depending on the needs of the regional marketing & sales office the regional LEGO
Community Team representative* may present opportunities to receive
additional, “one off”, support as incentive to promote a specific LEGO marketing
initiative
 Incentives may be in the form of:
 Company sponsored building competitions
 Additional free items to be given away as desired
 Banners and/or other promotional marketing material
o Any support from the market must be arranged through the regional LEGO
Community Team representative*
o Specific restrictions or freedoms may apply based on the needs of the market
APPLICATION PROCESS



Applications must be received by the no later than six (6) months before the start date of
the AFOL convention
Applications must be submitted by the AFOL convention owner to the regional LEGO
Community Team representative*
Review and response to the application may take up to fourteen (14) business days
Page 4 of 8
Adult Fan of LEGO (AFOL)
Convention Support Program
Revision: 2.0
Date: April 13, 2015
Published By: Keith Severson



The regional LEGO Community Team representative* will follow up with the AFOL
convention owner regarding the decision of the application
If accepted, the regional LEGO Community Team representative* will inform the AFOL
convention owner of the amount of support which will be provided
The total support package should arrive to the supplied delivery location no later than
four (4) weeks prior to the AFOL convention’s start date
*THE LEGO COMMUNITY TEAM



Supporting the AFOL community in Asia, Pacific, Eastern Europe and Rest of World:
o Jan Beyer / Jan@LEGO.com / +45 79504285
Supporting the AFOL community in Europe and online:
o Kim Ellekjær Thomsen / KimT@LEGO.com / +45 79506674
Supporting the AFOL community in North, Central & South America:
o Kevin A. Hinkle / Kevin.Hinkle@LEGO.com / +1 (860) 763-6986
Page 5 of 8
Adult Fan of LEGO (AFOL)
Convention Support Program
Revision: 2.0
Date: April 13, 2015
Published By: Keith Severson
APPLICATION
1. TODAY’S DATE:
Click here to enter a date.
2. NAME OF AFOL CONVENTION:
Click here to enter text.
3. SHORT DESCRIPTION OF AFOL CONVENTION:
Click here to enter text.
4. ESTIMATED NUMBER OF AFOL PARTICIPANTS:
Click here to enter text.
5. ESTIMATED NUMBER OF PUBLIC VISITORS:
Click here to enter text.
6. START AND END DATE OF THE AFOL CONVENTION
Start Date:Click here to enter a date.
End Date: Click here to enter a date.
7. FULL ADDRESS OF THE AFOL CONVENTION’S LOCATION:
(STREET ADDRESS)Click here to enter text.
(CITY, STATE / PROVINCE) Click here to enter text.
(POSTAL / ZIP CODE) Click here to enter text.
(COUNTRY) Click here to enter text.
8. EVENT WEBSITE (IF APPLICABLE):
Click here to enter text.
9. ARE THERE ANY MARKETING AND/OR PROMOTIONAL ACTIVITES PLANNED FOR THIS
AFOL CONVENTION? IF YES, PLEASE DESCRIBE:
Click here to enter text.
Page 6 of 8
Adult Fan of LEGO (AFOL)
Convention Support Program
Revision: 2.0
Date: April 13, 2015
Published By: Keith Severson
10. AFOL CONVENTION OWNER’S NAME:
(AFOL convention owner must be at least 18 years of age)
Click here to enter text.
11. AFOL CONVENTION OWNER’S CONTACT INFORMATION:
(EMAIL ADDRESS) Click here to enter text.
(TELEPHONE NUMBER) Click here to enter text.
12. PAYMENT INFORMATION (DETAILED PAYMENT INFORMATION WILL BE COLLECTED AT A LATER TIME):
(FULL NAME OF PAYEE) Click here to enter text.
(STREET ADDRESS) Click here to enter text.
(CITY, STATE / PROVINCE) Click here to enter text.
(POSTAL / ZIP CODE) Click here to enter text.
(COUNTRY) Click here to enter text.
(EMAIL ADDRESS) Click here to enter text.
(TELEPHONE NUMBER) Click here to enter text.
(LEGO CUSTOMER ID# (IF ONE EXISTS)) Click here to enter text.
(VAT / GST NUMBER) Click here to enter text.
(PREFERRED CURRENCY - EURO, DKK or USD) Click here to enter text.
I understand that I am not allowed to use the LEGO word mark and LEGO logo at any time in
connection to this AFOL convention unless I have an explicit written agreement with the LEGO
Group to do so. I also acknowledge that I will obey any and all rules in connection to this program.
After the AFOL convention is completed I will share a full overview with the regional LEGO
Community Team representative*.
______________________________________________________________________________
Signature of AFOL convention owner
Date (DD/MM/YYYY)
Page 7 of 8
Adult Fan of LEGO (AFOL)
Convention Support Program
Revision: 2.0
Date: April 13, 2015
Published By: Keith Severson
POST-AFOL CONVENTION REPORT:


The information below should be completed and returned to the regional LEGO Community Team representative* no later than
thirty (30) days after the AFOL Convention has concluded
You hereby assign to LEGO all rights worldwide to the content provided to The LEGO Group, meaning that LEGO can use your
contributions in any way and for any purpose, including to reproduce, manufacture, copy, adapt, modify, distribute, perform,
display, publish, sell, broadcast, transmit, or communicate to the public by any means
1. ESTIMATED NUMBER OF AFOL PARTICIPANTS:
Click here to enter text.
2. ESTIMATED NUMBER OF PUBLIC VISITORS:
Click here to enter text.
3. WAS THERE AN ENTRANCE FEE CHARGED TO THE PUBLIC? IF SO, HOW MUCH: Click
here to enter text.
4. PLEASE TELL US HOW YOU USED THE SUPPORT PROVIDED:
Click here to enter text.
5. DO YOU HAVE PLANS TO REPEAT THIS AFOL CONVENTION NEXT YEAR?
Click here to enter text.
6. PLEASE PROVIDE US WITH ANY PICTURES, VIDEOS AND/OR ADDITIONAL INFORMATION
TO HIGHLIGHT THE SUCCESS OF THIS AFOL CONVENTION.
Page 8 of 8