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There’s nothing worse than breaking kids’ dreams. And Lego, a master at helping kids building their own, knows that perfectly. James Groccia, an 11-year-old kid from Massachusetts, spent the last two years building a small savings capital to buy the Lego Emerald Night Train set he’s always been dreaming of. Yet, Lego discontinued the product before he could buy one. So, he wrote to Lego, exposing his disappointment. A few days before his birthday, the train arrived right into his house and his parents hid a camera to capture their son’s reaction unwrapping the unexpected gift. The video quickly became a hit on Youtube as well as another incredible boost for the company’s equity and image. Lego’s train of thoughts has proved once again to be brilliant.


Focus on one to excite many.


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