Lego expands into Middle East, Africa with new Dubai HQ

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Danish toymaker Lego Group has opened a new business unit headquarters for the Middle East and Africa in Dubai, the United Arab Emirates.

The move is in anticipation of extensive growth of the target group in the region: the population of children aged 0-14 years is estimated to reach 125 million by 2028.

The new regional HQ will cover 68 countries, with a sales office in Johannesburg to run the sub-Saharan region and South Africa.

“We are excited to open the new LEGO Group office in Dubai and to continue to invest in further globalising the company,” said Jeroen Beijer, general manager of MEA business unit.

According to Lego, the a local presence in the region will help it “better understand local markets and consumers and to more efficiently leverage local partnerships.”

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