Lego turns boy's loss into customer service win

After misplacing a favorite minifigure, a 7-year-old writes to the company for help and gets a heartwarming response.

By Aimee Picchi Jan 11, 2013 3:19PM

Luka Apps with his Ninjago legos (@lukaapps via Twitter, Apps, a 7-year-old from England, has a story that will sound familiar to other Lego-crazed kids -- and to their parents, who cope with the tears when favorite minifigures are lost.

It's also a reminder of how far an effective dose of helpful customer service can boost a company's profile.

Apps had saved his Christmas money to buy a Ninjago Lego kit, and soon after -- and against his father's advice -- he took his new minifigures to the grocery store. While there, he lost Jay, the set's popular blue ninja. 

Upset by the loss, Apps decided to write to Lego, according to a Twitter account set up under the boy's name.

"I am really upset I have lost him," Apps wrote. "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. Thank you."

Lego wrote back, offering condolences -- and a bit more. 

"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," wrote Richard, of Lego consumer services. (Richard's last name is not disclosed on the letter.)

Richard wrote that, normally, Lego would ask Apps to buy a new one himself and that his bosses told him he couldn't send one out for free. 

But then, Richard writes, he decided to talk with Sensei Wu, the Obi Wan Kenobi-like figure who leads Jay and the other ninjas.

Sensei Wu said "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," according to Richard's letter. 

Telling Apps he would receive an envelope with new minifigures within two weeks, Richard signed off by reminding the boy to keep his minifigures at home. 

Apps published the letter on Twitter, and the story is gaining momentum in the social media sphere, with people praising Lego for its "awesome response" and citing the company for "doing it right."

Lego wasn't immediately available for comment. While it's not clear whether replacing lost minifigures is a new policy for Lego or whether this was a one-time event, the company may be hoping kids take Richard's advice to heart and leave their minifigures at home.

More on Money Now

May 23, 2013 12:01PM
i get free lego peices from the customer service anyway, no point crying, jeez. im only 7 anyway..
Jan 14, 2013 8:57AM

Lego's where after my childhood but my kids and now my grandkids are really into them. It's wonderful to see a company who makes kids dreams come true still around. Keep up the VERY GOOD work.


Jan 13, 2013 4:53AM

This is an excellent example of people to people response that companies need to practice when dealing with customer problems.  Right, wrong, no bodies fault, every bodies fault, let's do what we can to make it right.  The return is immeasurable and unbelievable.  Richard, you have done Lego a tremendous service and shown LEGO corporate customer care to be all that it can be.  Good job!!

Jan 12, 2013 2:55PM

Nice to hear some heartwarming news for a change.


Kudos to Lego.

Jan 11, 2013 6:19PM
Other than also wanting to applaud Lego for doing the right thing, I want to point out the unusual fact that this is a rare occasion where there are only " thumbs up" responses with no "thumbs down" complaints. This is a refreshing change, I might add.
Jan 11, 2013 6:08PM
My only problem with Lego's is......have you ever stepped on one in the middle of the night on the way to the bathroom...OOOUUUCH!!!
Jan 11, 2013 5:38PM
Lego is the best!  Now can you work on some more "girl legos".  My daughter loves the Friends collection.  But, we have just about got the whole collection....?
Jan 11, 2013 4:57PM
I got my first lego set when I was 9 in 1962. We got it at Sears. They were by far one of the best toys I could have gotten. It was really cool when I was able to share my original set with my son. It was very cool to be a kid all over again. Way to go Lego for making a young boys dream a reality. Keep up the great work with all of the different sets and the imagination that goes into playing with them.
I love legos, I just wish they weren't so darn expensive.
Jan 11, 2013 4:34PM
Jan 11, 2013 4:14PM
Way to go Lego, my son is a huge fan of you and at age 5 1/2 he is currently building the Haunted Mansion solo and Loves everything Lego.
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
100 character limit
Are you sure you want to delete this comment?


Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.

Trending NOW

What’s this?


[BRIEFING.COM] The major averages ended the midweek session with slim gains after showing some intraday volatility in reaction to the release of the latest policy directive from the Federal Open Market Committee. The S&P 500 added 0.1%, while the relative strength among small caps sent the Russell 2000 higher by 0.3%.

Equities spent the first half of the session near their flat lines as participants stuck to the sidelines ahead of the FOMC statement, which conveyed no changes to the ... More