Leadership Evolution in the LEGO Group’s Asia Pacific Operations
The LEGO Group’s Asia Pacific division has recently undergone a notable change, with Claus Kristensen taking on the role of Senior Vice President. This change occurs as Eric Maugein, a well-established individual within the company, transitions into a new chapter of his professional journey. Kristensen, an experienced member of the LEGO team with 11 years of experience, brings a vast amount of knowledge from different roles within the company. These roles include Vice President of Marketing and B2B eCommerce, leadership positions in Australia & New Zealand (ANZ), and a strategic role at the company’s headquarters.
Claus Kristensen expressed his enthusiasm for his new role, saying, “I am honoured to have been appointed to lead the LEGO Group in Asia Pacific, continuing the legacy of success established by Eric. The LEGO Group is such a storied company and has come a long way over the past 91 years – from a small carpenter’s workshop to a modern, global enterprise that is now one of the world’s largest manufacturers of toys. I am so proud to be part of this company and will be focused on working with the team to deliver a step-up in business performance as we empower more kids and adults around Asia Pacific to unlock the power of creative play.”
Uma Ramanan Steps Up as APAC Marketing Head
In a related development, Uma Ramanan, previously the Regional Brand Director, will now lead as the APAC Head of Marketing. This move signifies the LEGO Group’s commitment to internal talent development and ensuring leadership continuity.
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Organizational Restructuring to Meet Growth Goals
Effective from the start of 2024, the LEGO Group has unveiled a new organizational structure in the APAC region. This restructuring introduces two new Business Units – India & Emerging Asia (IEA), and Singapore, Malaysia, and Travel Retail (SMTR). This strategic realignment is tailored to cater to the unique needs and growth potential of these high-growth markets.
Claus Kristensen elaborated on this change, stating, “This change deepens our commitment to these markets and sets us up to accelerate growth by unlocking new possibilities with dedicated resources, synergies in tackling similar challenges, and continuous innovation to enhance our ongoing relationships with our partners. The change also signifies our continued commitment to drive growth in Asia Pacific.”
Expansion and Investments Signal Strong Growth in APAC
The LEGO Group’s recent initiatives, including the launch of two new LEGO® Airport Stores at Singapore Changi Airport and an investment exceeding US$1 billion in a carbon-neutral facility in Vietnam’s Binh Duong Province, underscore the company’s aggressive growth strategy in the APAC region. These steps not only reflect the LEGO Group’s dedication to sustainable practices but also highlight the growing appeal of the LEGO brand across various age groups in Asia Pacific.
The LEGO Group’s strategic leadership overhaul and organizational restructuring in the Asia Pacific region represent a pivotal moment in its history. With a focus on growth, innovation, and sustainability, the company is well-positioned to enhance its footprint and impact in the vibrant APAC market, continuing to inspire and develop the builders of tomorrow.
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