Another PR Win for LEGO: Life Lessons for a 7-Year-Old Boy

Right on the heels of LEGO‘s awesomely adorable decision to send a discontinued train set to one of its most dedicated young fans, the company has once again succeeded in sending the message that it truly values its customers.

Seven-year-old Luka Apps was distraught when, while on a shopping trip with his father, he lost his Jay ZX LEGO figurine, which he had bought with his own Christmas money. Before heading out on the fateful trip that led to Jay ZX’s disappearance, Luka’s father had warned him to leave the toy at home for safekeeping. Luka brought Jay along for the trip anyway, and sure enough, he managed to fall out of the boy’s pocket at a store. Saddened over the loss of his toy, Luka sent a letter to LEGO’s customer service department admitting his mistake:


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.

– Luka

LEGO’s incredible response reads like one part life lesson, one part ninja adventure:

We are very sorry to hear about you losing your Jay minifigure but it sounds like your dad might have been right about leaving it at home. It sounds like you are very sad about it too.

Normally we would ask that you pay for a new one if you lose one of your minifigures and need to have it replaced.

My bosses told me I could not send you one out for free because you lost it but, I decided that I would put a call into Sensei Wu to see if he could help me.

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.

You will see an envelope from LEGO within the next two weeks with your new minifigures. Please take good care of them, Luka.

Remember that you promised to always leave them at home.

– Richard, Lego

*Applause* This response not only alleviates a child’s disappointment while encouraging his imagination and love of the brand’s characters; it also gently teaches him to listen to his dad and reminds him to keep his promises. Seriously, why can’t all customer service departments operate like this? We’re full-grown adults, but if we lost, say, our complete DVD set of The Tudors, wrote to Showtime pleading our case, and received a message from Henry VIII reminding us to “keep our heads”, we’d be pretty freakin’ excited.