Toy market news

LEGO redoubles commitment to Asia Pacific with government partnership to invest in its Singapore Hub

LEGO has underlined its commitment to expansion in Singapore and the Asia Pacific region with the promise of greater investment in developing key digital and creative teams at its Singapore hub.

The investment will arrive as part of a new partnership the toy maker has struck up with the Government of Singapore’s Economic Development Board in recognition of the integral role the country has played in the LEGO growth in Eastern markets.

LEGO’s Singapore hub is the company’s Asia Pacific Headquarters and is currently home to over 400 skilled employees. Through the new partnership, the country will remain key to helping LEGO bring its products to audiences across Asia Pacific.

The Singapore Headquarters operate as the firm’s regional base for the Creative Play Lab, LEGO’s product innovation team responsible for developing ‘the future of play.’

The Singapore Hub also plays a vital role in helping LEGO reach children in need through its learning through play programmes. The Group’s social impact programmes currently span 28 countries including six in the Asia Pacific region in Australia, New Zealand, Japan, South Korea, India, and Singapore.

Press release