found this on the lego site.

the long and short of it is if you join the LEGO Master Builder Academy you get to learn all sorts of neat building tips and tricks from real LEGO Master Builders who create the official LEGO sets and super-models.

LEGO MBA members will receive special designer handbooks in the mail that include behind-the-scenes information and inspiration straight from the Master Builders, all-new model building instructions, and (of course!) the bricks you’ll need to build them. Each kit and handbook spotlight a fan-favorite LEGO building theme, including spaceships, robots, cars, planes, creatures and more!

the best and most relevant bit however you get exclusive collectible LEGO MBA Minifigures, color-coded to your latest building level and complete with buildable accessories for each themed handbook

its launching in 2011.