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Last week, the Danish toy manufacturer known for the iconic LEGO® brick celebrated the official opening of its new Business Unit headquarters for the Middle East and Africa. With this step, the LEGO Group is reinforcing its commitment to bring its LEGO system-in-play to as many children in as many countries as possible, allowing even more children to enjoy the brand’s high-quality play experience.
The potential of the region to the LEGO Group is clear – by 2028, it is estimated there will be 125 million children aged 0 to 14 years in the Middle East and North Africa region (MENA)*. The opening of the new regional headquarters to cover an extensive area of 68 markets, including a sales office in Johannesburg thatmanages all Sub-Saharan countries and the Republic of South Africa, is a landmark moment in the company’s history.
“We are excited to open the new LEGO Group office in Dubai and to continue to invest in further globalising the company to help bring the LEGO play experience to more children all over the world. Being actively present in the region will help us to better understand local markets and consumers, and to more efficiently leverage our local partnerships,” said Jeroen Beijer, General Manager of MEA Business Unit.
“The LEGO Group wants children of all ages to experience joy and pride when exploring their creative potential. Our aim is to inspire and develop the builders of tomorrow through unique playful learning experiences that support children’s creativity and learning while bringing fun-filled moments to girls and boys all around the world,” added Julia Goldin, the LEGO Group Chief Marketing Officer.
The LEGO Group has inspired and developed the builders of tomorrow through creative play for over 60 years. LEGO play helps young minds stay open, keep exploring and develop essential skills for the future, including confidence, creativity and communication. LEGO toys expand children’s capacity for inventiveness and imaginative ideas as they experience the unlimited possibilities of LEGO play – both physical and digital. The first brick made in 1958 is just as culturally relevant today as it was at its launch because it offers children the chance of constant discovery – the possibility to create something new every time.
The LEGO Group is a privately held company based in Billund, Denmark. The company is still owned by the family of Kirk Kristiansen, who founded it in 1932. True to its motto “Only the best is good enough”, the company has been emphasising the importance of high-quality, safe and fun products – and this has remained the focal point for the LEGO Group throughout the years. This approach has made children and adults return to LEGO products time and again.The corporation is committed to caring for the environment and the society that children will inherit.
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Nikita Arora
Associate, Integrated Media
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