Lego turns boy's loss into customer service win

Luka 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.

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