Well played, LEGO. Well played.

How do we love thee, LEGO? Let us count the ways.

We all love to have a moan about crap customer service but credit where credit's due - the iconic Danish brickmaker seems to have it down pat.

The company has been getting internet back-slaps for the below correspondence with a seven-year-old boy named Luka, who wrote to them after he lost one of his favourite figurines.

Image source: @simonapps/Twitter

Highlight from the LEGO customer service reply: "Luka I told Sensei Wu that losing your Jay minifigure was purely an accident and that you would never let it happen ever again.

"Just remember what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu!

"And of course, always listen to your Dad."

Details of the letter were posted to Twitter by Luka's Dad Simon, who said the lad was chuffed with his new figurines - and new-found fame.

While Luka himself said:

A favourite of children and adults since its foundation in 1932, LEGO has some form when it comes to outstanding customer service.

The company made online waves late last year with this video, featuring a 10-year-old boy with Asperger's Syndrome who got a special surprise in the post.

Of course, two feelgood customer service stories in a short space of time have led to some inevitable speculation: Is LEGO outstanding at customer service, or viral marketing?

Some Tweeters weren't so sure…

However we're willing to give LEGO the benefit of the doubt. Because everyone loves LEGO, us included.

CUSTOMER SERVICE 101

LEGO isn't the only company to earn online plaudits through great customer service.

Any excuse to revisit the great Tiger Bread story.

Still gives us the warm and fuzzies…

More internet frippery: Mammy rap is latest viral hit

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