The Lego Group announces key leadership changes in Asia Pacific

Published on: 10th January 2024

Claus Kristensen appointed senior vice president in Asia Pacific from 1st January 2024, as Eric Maugein steps down after almost two decades of service with the Lego Group. 

The Lego Group has announced refreshed leadership for Asia Pacific, with the appointment of Claus Kristensen as its new senior vice president for the region. In his new role, Claus will oversee the APAC region and its newly reshuffled business units, aligned to growth priorities and its evolving landscape.

After an almost 20-year tenure at the Lego Group, Eric Maugein will be stepping down and transitioning to a new chapter in his career. He will hand the reins over to Claus, an 11-year veteran of the Lego Group, having previously worked in the region as vice president of Marketing and B2B eCommerce and who has formerly held roles as the vice president and general manager of Australia & New Zealand (ANZ), as well as head of Executive Strategy at the Lego Group’s headquarters.

Claus commented: “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, previously the regional brand director of the Lego Group, will be taking over as the new APAC head of Marketing.

As part of the changes, the Lego Group has also implemented a new organisational structure effective from 1st January 2024. In line with the group’s ambitions in the region and to serve high growth markets, as well as APAC Travel Retail with a greater focus, the Lego Group has introduced two new Business Units – India & Emerging Asia (IEA), and Singapore, Malaysia and Travel Retail (SMTR).

“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,” Claus added. “The change also signifies our continued commitment to drive growth in Asia Pacific.”

These announcements come off the back of the company’s latest expansion in Travel Retail with its two new Lego Airport Stores (LAS) at Singapore Changi Airport Terminal 3 and Terminal 4. The company also recently invested more than US$1b with the opening of its sixth global factory and its first carbon-neutral facility in Binh Duong Province in Vietnam. The company says these recent developments reflect the growing affinity for the Lego brand in the APAC region.


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