LEGO redoubles commitment to Asia Pacific with government partnership to invest in its Singapore Hub

LEGO has underlined its commitment to expansion in Singapore and the Asia Pacific region with the promise of greater investment in developing key digital and creative teams at its Singapore hub.

The investment will arrive as part of a new partnership the toy maker has struck up with the Government of Singapore’s Economic Development Board in recognition of the integral role the country has played in the LEGO growth in Eastern markets.

LEGO’s Singapore hub is the company’s Asia Pacific Headquarters and is currently home to over 400 skilled employees. Through the new partnership, the country will remain key to helping LEGO bring its products to audiences across Asia Pacific.

“We continue to see huge potential in Singapore and its role as a hub for talent and innovation, so we’re delighted to have extended our partnership with the Singapore Government’s Economic Development Board,” said Eric Maugein, regional president for Asia Pacific, The LEGO Group.

“Our aim is to inspire and develop the builders of tomorrow and with more than half of the world’s children living in Asia Pacific, this provides us with a great base to bring playful learning experiences to more families.”

The Singapore Headquarters operate as the firm’s regional base for the Creative Play Lab, LEGO’s product innovation team responsible for developing ‘the future of play.’

Ms Fong Pin Fen, vice president and head, consumer accounts group, EDB, said: “The LEGO Group’s decision to expand its Asia Pacific Headquarters with new digital and creative capabilities is testimony to Singapore’s leading role as an innovation hub for consumer firms.

“EDB is proud to partner with the LEGO Group in its mission to invent the future of play in Singapore, while creating exciting job opportunities for Singaporeans.”

The Singapore Hub also plays a vital role in helping LEGO reach children in need through its learning through play programmes. The Group’s social impact programmes currently span 28 countries including six in the Asia Pacific region in Australia, New Zealand, Japan, South Korea, India, and Singapore.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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