From this point of view, the kid was essentially rewarded for disobeying his dad and losing his toy, as much as he was for writing a note, admitting his mistake and asking for a second chance/second toy.
However, the company, not acting in the parental role, was acting in its own best interest and intelligently took advantage of the PR opportunity to put the company in a very favorable light for its current and potential customers.
I can't say for sure what the ultimate lesson for the kid might be as a result or what he really learned from the experience. However, he did a fair job of turning a bad situation around and working it to get a better result.
This is a life skill of great value, being able to turn a mistake around and working to get a better result, especially at a young age.
It wasn't the lesson I would have received as a kid, but this might be a life changing lesson for the better. We'll just have to wait and see.
The child’s moral education is the responsibility of his father, not LEGO’s responsibility.
I’m still waiting to see if “happyhomemaker” has dared to write the father yet to inform him of his parental shortcomings.