LEGO 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:

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