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LEGO launches Middle East and Africa HQ to tap into population boom in 68 markets

The LEGO Group has launched a new headquarters for the Middle East and Africa region in Dubai – stepping up its efforts to bring products to kids across 68 markets.

The Danish toy manufacturer is celebrating the official opening of its new Business Unit headquarters for the Middle East and Africa, reinforcing its status as a global brand.

The firm earmarked the region for clear growth. By 2028 it is estimated that there will be around 125 million children aged 0 to 14 years in the Middle East and North Africa region. The opening of the new regional headquarters will cover 68 new markets for the firm, including a sales office in Johannesburg that manages all Sub-Sahara countries and the Republic of South Africa.

“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,” said Jeroen Beijer, general manager of MEA business.]

“Being actively present in the region will help us to better understand local markets and consumers, and to more efficiently leverage our local partnerships.”

Julia Goldin, The LEGO Group chief marketing officer, added: “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.”

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