Lego Scores Again With Great Reply to Boy Who Lost His Ninja

7-year-old gets his wish, and more

Headshot of Tim Nudd

Lego is making great customer service look like child's play.

Last year, there was the heartwarming story from Massachusetts about the 11-year-old boy to whom Lego sent a discontinued set for which he'd scrimped and saved for two years.

Now, here's a similar story of goodwill from Britain. It began when 7-year-old Luka Apps spent his Christmas money on a Lego Ninjago Ultra Sonic Raider set—but then lost the Jay ZX ninja figure on a shopping trip with his father.

Luka decided to write a letter to Lego:


    My name is Luka Apps and I am seven years old.

    With all my money I got for Christmas I bought the Ninjago kit of the Ultrasonic Raider. The number is 9449. It is really good.

    My Daddy just took me to Sainsburys and told me to leave the people at home but I took them and I lost Jay ZX at the shop as it fell out of my coat.

    I am really upset I have lost him. Daddy said to send you a email to see if you will send me another one.

    I promise I won't take him to the shop again if you can.


Soon, Luka got a reply from "Richard," a Lego customer service rep, who said he'd discussed the matter with Ninjago master Sensei Wu. Richard went on to say:

    Luka, I told Sensei Wu that losing your Jay minifigure was purely an accident and that you would never ever ever let it happen ever again.

    He told me to tell you, "Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu!"

    Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.

    So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight!

    Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.

The story is now rocketing around the world, and Luca is the talk of Britain. Meanwhile, his father Simon has been fielding all inquiries, press and otherwise, through Twitter.

"Composing an email to Richard at LEGO," he wrote earlier this week. "Proving harder than I thought. How to thank him enough for making a little boy's dreams come true."

Truly, a customer-service ninja.

Photo: @LukaApps

@nudd Tim Nudd is a former creative editor of Adweek.