Kristian Imhof is the General Manager of LEGO® Middle East & Africa. He has played a key role in growing the LEGO brand in this region. After opening a local office in Dubai, LEGO has worked hard to expand its distribution network. They are taking advantage of the many shopping malls in the GCC region to make sure LEGO bricks are easy to find and buy. LEGO has also improved its retail stores by making them more interactive and fun. These stores now provide engaging experiences that attract families and help develop a love for playing with LEGO.
LEGO shows respect for local traditions by celebrating events like Ramadan, Emirati Women’s Day, and UAE National Day. They’ve also made more toys that match what people here like, such as cars and video games. Plus, they’re making toys that adults like too, with sets that match their interests.
Kristian Imhof – Innovative Retail Experiences
Thanks to Imhof’s leadership, LEGO has brought in many exciting new ideas. They’ve made their stores in the UAE and Saudi Arabia even better by adding fun and interactive features. These stores aren’t just for buying LEGO; they’re also places where people of all ages who love LEGO can come together and have fun.
LEGO has introduced a new set called LEGO Botanicals. It’s a collection of brick sculptures that look like flowers, succulents, and bonsai trees. This set has been a hit with adults, especially women, whether they’re big fans of LEGO or just starting to like it. This shows that LEGO wants everyone to feel included and creative, which is part of their mission to inspire the builders of the future. They also run big campaigns, like ones about cars, to match what people in the Middle East are really into.
Issues and Remedies in Emerging Markets
Setting up shops in new places like Africa wasn’t easy. We had to work closely with local partners who knew a lot about what people there like to buy and how stores work. There were a lot of challenges, like making sure our stores followed all the local rules and respected the local culture. It was also tough to set up a good way to get our toys to the stores and make sure we had enough for everyone who wanted them. This meant dealing with rules about bringing things in and out of the country and figuring out how to move things around.
Making online shopping better was really important for people in the region who like to use the internet a lot. We had to make sure our websites were easy to use and had safe ways to pay so that everyone could shop easily. It took a lot of teamwork, with local and global experts working together to make it happen.
Dedicated to Sustainability
LEGO cares about the environment, even in the Middle East and Africa. They want to make all their packaging better for the planet by 2025, especially by using more paper instead of plastic. This change helps cut down on plastic waste. Imhof said they have big goals to reduce pollution by 37% by 2032 and to have no net pollution by 2050. They plan to do this by using more renewable energy and making their factories more efficient.
LEGO is trying out different materials to see if they can use something besides plastic. They’ve tested more than 300 options, like bio-PE and rPET. In the Middle East and Africa, they’re working to make their toys in a way that’s better for the environment. This helps make the future more sustainable and meets the needs of people in the region.
Employment and Cultural Adaptation
LEGO’s success in the Middle East and Africa depends on understanding and respecting local cultures. They keep their toy options similar in all places, but they use what they learn from research to make sets that people in the region will really like. They also work with local partners to make sure their toys fit with the culture. LEGO celebrates local events and makes sure its ads and activities match what people in the region care about. This helps everyone feel included and respected.
“We’re the only toy brand in the Middle East that has made special Ramadan ads for three years in a row. People here really like them. Doing this has made us friends with our customers and made LEGO a favorite toy brand in the Middle East and Africa,” said Imhof.
Future Objectives and Key Projects
LEGO has big plans for the next five years in the Middle East and Africa. They want to get more people interested in their toys, keep coming up with new ideas, work closely with stores that sell their toys, help the environment, use technology better, stay popular, and keep making cool toys. They also want to encourage people to be creative and think like entrepreneurs. LEGO is excited about new projects and toys that people in the Middle East and Africa will love, which will make LEGO even more popular in the region.
Leadership Learnings from International Experiences
Imhof’s past experiences in other countries have influenced how he leads. He says he likes to change his leadership style based on what’s needed, work together with others, and give them the power to do things. These experiences helped him understand different countries, cultures, and what people like to buy.
LEGO has been successful in the Middle East and Africa by making plans and ideas that fit the region’s special ways. Learning from other countries, Imhof makes sure LEGO’s goals match what the company believes in while also fitting in with what people in the Middle East and Africa want. This has made the work environment in the region friendly and lively, helping LEGO keep doing well.