Dubai – Mubasher: The Denmark-based Lego Group inaugurated officially its new office in Dubai Design District, prompted by the growing youth population in the region.
This came as part of Lego’s expansion plans to “reach as many kids as possible especially in areas that [the company hasn’t] been as prominently as before,” Lego’s global chief marketing officer Julia Goldin said in an interview with Arabian Business.
Earlier in May 2018, the firm announced that it will launch a new office in Dubai.
Lego Group’s sales registered 70 billion building blocks annually with value of about $5.3 billion, its latest available financial results in 2017 showed.
The company’s earnings in 2018 will be revealed within two weeks, Goldin added, noting that the results will not reflect the negative impact of the global economic slowdown.
Lego expanded its scope of activities from creating children’s play materials to producing movies and theme park experiences, in addition to launching a virtual clothing store in partnership with social media platform Snapchat.
The Danish firm seeks to hire about 25 employees within the next months as part of its expansion plans in the region.
Lego decided to open its new office in Dubai as estimates show that there will 125 million children by 2020 in the region, Lego’s general manager for Middle East and Africa Jeroen Beijer said.
