‘It’s called Dumbledore’s office’: LEGO’s magic in viral letter is a lesson for every brand that cares about reputation

A handwritten note from the head of LEGO in the UK to a seven-year-old boy who asked the Danish toy giant for a job has gone viral in an unintentional reputational masterstroke, a marketing expert says, as brands increasingly turn to “lovemarks” to build a human connection.

British woman Catherine Crump posted the heartwarming tale on Linkedin, sharing that she and her young son Thomas had been discussing what he might like to be when he grows up — either a dog hotel owner or a LEGO designer, he had decided.

“The next day he appeared with a letter, written in his ‘best handwriting’, asking LEGO if he could work for them,” Crump, who is managing director of Wired Consulting, said.