Luka Apps wrote to the company after losing a figure from his new set and they responded with an imaginative letter and a replacement.
LEGO has set a new high for customer service with a letter to a 7-year-old boy. Forbes reports that Luka Apps spent his Christmas money on a new LEGO Ninjago Ultra Sonic Raider set but lost one of the figures when he went shopping with his Dad. Luka wrote a letter to LEGO asking if he could get a replacement:
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.
A customer service representative responded, saying that he had spoke to one of the characters and he was going to send a replacement as well as an extra figure:
I told Sensei Wu that losing your Jay minifigure was purely an accident and that you would never 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.
This just goes to show how a brand can gain a lifelong customer and positive publicity, as the letter made its way online and lots of people heard about the story.