LEGO opens office in Johannesburg, launches regional HQ in Dubai to entertain more kids


LEGO Group has officially opened its new Business Unit headquarters for the Middle East and Africa in Dubai and started a sales office in Johannesburg in a move to reinforce its commitment to bring more creative play to kids in as many countries as possible.

The Danish family-owned firm sees an estimated 125 million children aged 0 to 14 years in the Middle East and North Africa region (MENA) by 2028. The new regional HQ will cover an extensive area of 68 markets while the sales office in Johannesburg will manage SA and all Sub-Saharan countries.

“We are excited to open the new LEGO Group office in Dubai and to continue to invest in further globalising the company to help bring the LEGO play experience to more children all over the world. Being actively present in the region will help us to better understand local markets and consumers, and to more efficiently leverage our local partnerships,” saidJeroen Beijer, General Manager of MEA Business Unit. 

The LEGO Group wants children of all ages to experience joy and pride when exploring their creative potential. Our aim is to inspire and develop the builders of tomorrow through unique playful learning experiences that support children’s creativity and learning while bringing fun-filled moments to girls and boys all around the world,” added Julia Goldin, the LEGO Group Chief Marketing Officer. 

For over 60 years, LEGO play helps young minds stay open, keep exploring and develop essential skills for the future, including confidence, creativity and communication.

 LEGO toys expand children’s capacity for inventiveness and imaginative ideas as they experience the unlimited possibilities of LEGO play – both physical and digital. The first brick made in 1958 is just as culturally relevant today as it was at its launch because it offers children the chance of constant discovery – the possibility to create something new every time.