The Lego Group has appointed Claus Kristensen as its new senior VP for Asia Pacific (Apac) to oversee the region and newly reshuffled business units.

Kristensen will succeed Eric Maugein, who stepped down after nearly 20 years at the company to begin a new chapter in his career. 

An 11-year veteran of Lego, Kristensen previously worked in the region as VP of Marketing and B2B e-commerce.  His earlier roles include VP and GM of Australia & New Zealand and head of executive strategy at the Lego Group’s headquarters.

He brings commercial and marketing experience to the role, together with his strategic mindset and inclusive leadership style.

“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,” Kristensen said of his appointment.

In his new position, he will report to chief commercial officer Colette Burke and be part of the markets & channels leadership team.

The Lego Group has also implemented a new organisational structure in line with its ambitions in Apac and to serve high-growth markets. The company 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,” Kristensen elaborated.