LEGO Retail’s B2B eGift card programme expanded from three initial countries in the third quarter of 2023 to 30 after its fourth-quarter rollout, according to Diggecard’s case study first published on September 24, 2024. Diggecard managed sales and fulfilment as a white-label partner, supplying the programme under LEGO Retail’s branding. [1]
The rollout expanded coverage ahead of the gifting season
The first markets were the UK, Denmark and Germany. Diggecard said they launched within two weeks; the positive response prompted it to bring 27 additional countries forward into the fourth quarter of 2023. The chart shows cumulative countries launched, rather than counting planned markets as completed ones. [1]
LEGO B2B eGift programme expanded from three to 30 countries
Cumulative country launches reported by the programme operator for the initial and expanded 2023 rollout.
Countries
Tap or hover for details. All values are also available in the data table.
Source
Provider-reported completed rollout: three initial countries plus 27 additional countries delivered in Q4. The case study also says all 30 recorded sales in H1 2024. Country count does not measure revenue, market share, customer numbers or uniform availability today.
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| Category | Countries launched |
|---|---|
| Initial launch, Q3 2023 | 3 Countries |
| Expanded rollout, Q4 2023 | 30 Countries |
More than 45 aggregator and agency customers had been onboarded by the end of 2023. Diggecard also reported 2023 revenue at 12 times its initial forecast, but supplied neither the forecast amount nor actual revenue. This is a comparison with a plan, not a twelvefold year-on-year revenue increase. [1]
During the first six months of 2024, the company said the number of clients buying LEGO eGift cards increased by 200%, with sales in all 30 countries and the UK and Germany the strongest territories. It did not give the opening and closing buyer counts or fully define the comparison base. The earlier 45-plus onboarding figure therefore cannot be multiplied to estimate active buyers or a customer retention rate. [1]
The commercial design combined multiple currencies and languages with LEGO Retail-approved channels. The initial appointment announcement described open-value digital cards, subject to maximum load limits, for rewards, incentives, benefits and promotions. Its country-availability list has since been updated and is not used to reconstruct the historical rollout. [1] [2]
Diggecard attributed growth to LEGO’s brand and its own buyer relationships, supported by email, social media and industry events. The case study did not separate the effects of those activities or provide an independently controlled estimate of sales caused by the partnership. A quoted endorsement from LEGO Retail’s then Head of Global Gift Cards, Kim Dinan, praised the relationship; it was a customer testimonial rather than a financial audit. [1]
The programme formed the main basis of Diggecard’s Best B2B Product or Service win at the GCVA Hall of Fame awards held on September 12, 2024, according to the company’s September 19 award account. That recognition supports the history of the partnership, while the country rollout remains the directly reported operational series available in the case study. [3]
The case study also described LEGO’s origins in 1932 under Ole Kirk Kristiansen and continued family ownership. Those background details concern the brand behind the programme; they do not extend the gift-card results to the LEGO Group’s overall business. [1]
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Suzie Elis
Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News.