Toy brand Lego is laying down the building blocks for further success in the country. The global company launched its first Middle East office on Thursday, in Dubai Design District, and some loyal Lego lovers were on hand to mark the occasion.
While there is a universal appreciation for Lego, the company’s Middle East chief said tastes vary in each market. The sky-high sales of the Burj Khalifa Lego set are testament to how the brand can cater to different customer bases, said Jeroen Beijer, Lego general manager for the Middle East and Africa. ‘While children are children all over the world, there are differences from region to region,” he said.
