Toymaker opens division head office in Dubai / Coverage of 68 markets in Middle East and Africa
Danish toy manufacturer Lego (Billund; has officially opened a new business unit headquarters in Dubai / United Arab Emirates for the Middle East and Africa. The regional head office is to cover 68 markets, including a sales office in Johannesburg / South Africa that manages all Sub-Saharan countries. Referencing the World Bank, Lego notes the potential of the region – there will be an estimated 125m children aged 0-14 years in the Middle East and North Africa region by 2028.

“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 the MEA business unit. At the beginning of 2019, Frédéric Lehmann took over as Lego's senior vice president of the Russia, Eastern Europe, Middle East, Turkey and Africa region – see of 01.11.2018.
27.02.2019 [241860-0]
Published on 27.02.2019
Lego: Neue Vertriebszentrale für Nahost und AfrikaGerman version of this article...

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