Lego

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Consumer affairs: Putting the (n)ice into customer service

As a piece of public relations, it was pretty deft. Seven-year-old Luka Apps from Highworth in Wiltshire had written to Lego's head office after losing his Jay ZX figurine during a post-Christmas shopping trip. "Daddy said to send you an email to see if you will send me another one," he wrote. "I promise I won't take him to the shop again if you can."