LEGO appointed Diggecard to manage its B2B gift card programme, according to an announcement dated August 31, 2023. Diggecard's role covers corporate sales and distribution through its business and agency network.

Diggecard will be utilizing their fulfilment centre in Berkshire, UK to manage the sales and distribution of LEGO gift cards to the corporate sector. They will be working with their global network of businesses and agency partners to enable corporate buyers to purchase LEGO e-gift cards for various purposes such as business rewards and incentives.

The source describes an initial rollout in Denmark, Germany and the UK, followed by plans for further markets in late 2023 and early 2024. The cards are digital and offered with an open value, allowing corporate buyers to select a denomination within the applicable load limit.

LEGO's product range appeals to a wide range of target audiences, including children as young as 1.5 years old, teenagers, and adults. The company develops fine motor skills, creativity, and imagination in children, and also offers complex sets for adults who collect LEGO bricks or want to be challenged.

Gift card recipients can also join LEGO Insiders to collect points when redeeming their gift cards and registering their sets. LEGO Insiders connects a community where fans share ideas and inspiration, and get access to rewards, the latest sets, special gifts, and more.

Andrew Johnson, Diggecard's Retail and Corporate CEO, expressed his excitement about working with LEGO, stating that they are thrilled to have been entrusted with delivering the global B2B gift card programme. He also mentioned that their longevity with other clients demonstrates the trust they build and the results they deliver.

The source page also lists international market availability, including Australia, Canada, France, the Netherlands, Spain, the UK and the US. Corporate buyers can contact Diggecard to confirm the products and terms available for their intended market.