Lego names Claus Kristensen new Asia SVP amid business unit reshuffle

By Kristiane Sherry |

Claus Kristensen Lego 1

Claus Kristensen is Lego’s new Asia Senior Vice President. His appointment comes as the company reshuffles its Asia business units.

Toy supplier The Lego Group has appointed Claus Kristensen as its new Asia Pacific Senior Vice President, as it reorganises its business units in the region.

Kristensen has been in-role since 1 January 2024, succeeding Eric Maugein who steps down after almost 20 years with Lego. 

The move comes as the company reorganises its business units in Asia Pacific. A new organisational structure groups together India & Emerging Asia (IEA) and Singapore, Malaysia and Travel Retail (SMTR).

Lego said the new grouping is “aligned to growth priorities and its evolving landscape”.

The announcements follow recent expansions in travel retail, including the opening of two new stores at Singapore Changi Airport

Claus Kristensen: ‘Honoured’ to take the Lego lead

Kristensen has worked with Lego for over 11 years, previously holding regional roles of Vice President of Marketing and B2B eCommerce, and Vice President and General Manager of Australia and New Zealand.

In addition, he served as Head of Executive Strategy at Lego Group’s headquarters.

Uma Ramanan, previously Regional  Brand Director at Lego, will take over as the new APAC Head of Marketing.

Ramanan has worked with Lego for over nine years in increasingly senior brand management roles. 

“I am honoured to have been appointed to lead the Lego Group in Asia Pacific, continuing the legacy of success established by Eric,” Kristensen said.

“The Lego Group is such a storied company and has come a long way in 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.

Lego opened new stores at Changi last year.

Lego opened new stores at Changi last year.

“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.”

On the business unit reorganisation in the region, Kristensen added: “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. 

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


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