Diggecard manages gift card sales and fulfilment, working with brands as their ‘white label’ partner and providing these services under their branding. We work with many iconic brands, across multiple categories.     

In terms of brands, they don’t come much more iconic than The LEGO® Group, and in Q3 2023, we commenced our partnership to deliver LEGO® Retail’s global B2B eGift Card programme with very ambitious sales and brand objectives, including: 

• Launch the LEGO® eGift Card into B2B markets  
• Start with 3 key countries followed by a further 27 after the initial launch 
• Deliver a multi-currency, multi-language programme 
• Reflect LEGO® Retail’s brand ethos of creativity and learning through play 
• Ensure programmes fitted with LEGO® Retail’s brand compliance guidelines 
• Deliver sales in channels approved by LEGO® Retail  
• Build long term, consistent sales revenue 

To measure the success of the programme, we have tracked several KPI’s including; speed to market, sales revenue, customer growth, brand awareness, engagement and customer satisfaction. 

Initial launch – immediate success! 

The first 3 countries were launched within 2 weeks, in Q3 2023. We connected with our key buyers in the UK, Denmark and Germany to activate sales in markets that we knew would stimulate instant success.   

Following the overwhelming positive response from the first 3 markets, the decision was made to pull forward the launch of 27 more countries into Q4 2023.  These too were delivered at speed, to benefit from peak seasonality.  The launch resulted in 45+ aggregator and agency customers being onboarded to access LEGO® eGift Cards by the end of 2023. The programme delivered 12 times the initial forecasted revenue in 2023. 

Continued growth into 2024 

During the first six months of 2024 the number of clients buying LEGO® eGift Cards increased by 200%.  All 30 countries had sales, the most successful territories being the UK and Germany, sales in all markets continue to go from strength to strength.  The global recognition of the iconic LEGO® brand has driven the success of the programme, alongside Diggecard’s customer relationships across all territories.  A range of email and social media communications have helped to raise awareness of LEGO® eGift Cards in the B2B space, supported by a playful presence at key industry events. 

An award-winning programme and partnership 

The speed of the expansion, coupled with the tremendous sales success of the LEGO® B2B eGift Card programme has exceeded all expectations, and the arrival of such a prestigious brand into the global gift card market has been celebrated.  Diggecard’s win at the 2024 GCVA Hall of Fame awards, for Best B2B Product or Service was awarded based largely on LEGO® Retail’s ’s B2B gift card programme case study. 

Kim Dinan, Head of Global Gift Cards for LEGO® Retail endorses the partnership, “At LEGO® Retail we trust Diggecard with our B2B eGift Card programme, we are impressed by their collaborative, expert and transparent approach.  Their international network of gift card buyers coupled with our commitment to extend the LEGO® ethos of creativity and learning through play into B2B channels has created a strong foundation upon which to continue to build sales growth”. 

Looking for an equally successful gift card programme for your brand?  Our service is end of end, meaning we can handle every element of a gift card programme from processing, to sales and marketing to delivery.  Choose the service that you need, and speak to our team for more information.