The upgraded hub strengthens the company’s ability to attract top talent, foster collaboration, and deliver innovative play experiences to children across Asia-Pacific. 

The expansion builds on more than a decade of presence in Singapore, which the company selected for its world-class infrastructure, stable operating environment, deep talent pool, and vibrant innovation ecosystem.

Claus Kristensen, SVP APAC at the LEGO Group, said, “Our people are at the heart of everything we do. This expansion is about creating a workplace that inspires creativity, collaboration, and a sense of belonging. Singapore provides the perfect environment for us to grow and innovate as we continue to deliver meaningful play experiences to consumers across Asia-Pacific.”

Designed around the LEGO Group’s global workplace principles of playfulness and inclusivity, the space includes an additional 1.5-floor expansion and features inspired by Singapore’s iconic playgrounds. 

From a life-size LEGO Uncle Otter to Peranakan-inspired lunch boxes filled with LEGO bricks, the office aims to spark creativity and connection while supporting different working styles through activity-based Flex Office concepts, hybrid collaboration zones, focus areas, social spaces, well-being rooms, and parents’ rooms.

The opening was commemorated with a ribbon-cutting ceremony attended by Melissa Guan, Vice President and Head of Consumer at the Singapore Economic Development Board, Jakob Brix Tange, Ambassador of Denmark to Singapore, Loren Shuster, Chief People Officer at the LEGO Group, Lucia Cioffi, SVP and Chief Procurement Officer at the LEGO Group, and Claus Kristensen, SVP APAC at the LEGO Group.

Beyond its business operations, which include Business Service Operations, the Creative Play Lab, the LEGO Agency, Engineering & Quality, Commercial Strategy, Branded Channels, and Global Supply Chain and Procurement Operations, the company continues to invest in partnerships that promote Learning through Play. 

These include collaborations with Playeum, Children’s Museum Singapore, and Science Centre Singapore, reinforcing its commitment to amplifying children’s voices and reaching more young people through the power of play.

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The campaign transforms parts of KLIA Terminal 1 into what organisers describe as a “Mini Airport within an Airport”, featuring LEGO-built representations of iconic Malaysian landmarks. The installation is open to travellers and visitors from now until 30 June 2026. Valiram is supporting the initiative as the official retail partner.

According to the companies, the campaign aims to showcase Malaysia’s cultural heritage and architecture through immersive LEGO installations positioned within the airport environment, offering travellers a creative introduction to the country.

“The LEGO Group is delighted to collaborate with Malaysia Airports to bring the Let’s Go Malaysia 2026 campaign to life at KLIA Terminal 1. Through the creative versatility of LEGO bricks, we are able to reimagine Malaysia’s iconic landmarks in a way that inspires curiosity and connection. This collaboration celebrates the country’s rich cultural diversity and architectural heritage, creating a memorable experience for travellers as they begin their journey through Malaysia,” said Nina Patricia Da Costa, general manager of Singapore, Malaysia and APAC travel retail of The LEGO Group.

Dato’ Mohd Izani Ghani, managing director of Malaysia Airports, said, “As Malaysia’s gateway to the world, KLIA’s collaboration with The LEGO Group enhances the passenger experience through a creative LEGO installation that brings storytelling and play into the airport environment. The showcase supports the spirit of Visit Malaysia 2026 by offering local and international visitors a distinctive first impression of Malaysia’s cultural diversity through an iconic toy, while adding meaningful moments of engagement for families and travellers of all ages.”

The installation is designed to welcome both returning Malaysians and international visitors, featuring LEGO interpretations of local landmarks, cultural symbols, and elements associated with Malaysia’s multicultural identity. The organisers said the concept aims to create a playful and engaging first impression of the country for those arriving at or passing through KLIA.

In addition to the installation, selected LEGO sets suited for travel are being made available through Valiram. These include compact and portable sets designed for on-the-go play during travel.

The campaign forms part of broader efforts to support Visit Malaysia Year 2026 by positioning the airport as a showcase for Malaysian creativity and culture. By integrating storytelling and interactive elements into the airport setting, the initiative seeks to enhance the overall passenger experience while promoting Malaysia as a travel destination.

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The partnership brings together the LEGO Group’s construction-based play system and Crocs’ footwear platform, with both brands citing their shared emphasis on customisation and community engagement. According to the companies, the collaboration is designed to create a range of products and experiences that allow consumers to express creativity through both play and fashion.

“The LEGO Group and Crocs have come together to celebrate people’s bold and unapologetic creativity,” said Satwik Saraswati, head of licensing & extended line design & partnerships, the LEGO Group. “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities. We cannot wait for the rest of the world to join us and build together with us.”

As part of the partnership launch, the two brands will introduce a new footwear silhouette known as the LEGO Brick Clog. The product is described as the first of several releases planned for 2026 and beyond. The oversized clog design features four studs stamped with the LEGO brand logo, along with a brick-inspired outsole.

The companies said the collaboration draws on Crocs’ modular design approach and the LEGO Group’s System-in-Play concept, positioning both as platforms that allow consumers to personalise and experiment with their own designs.

“The LEGO Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit,” said Carly Gomez, chief marketing officer at Crocs. “We are both brands that pride ourselves in being built different, in celebrating self-expression and in fueling creativity. I can’t wait for our fans to see what we’re creating together – we’ve truly broken the mold in a way that we never have before.”

A second product drop is scheduled for later this spring as part of the ongoing partnership. The collection will be made available in global markets, with selected locations also offering in-store engagement experiences for consumers.

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Bigio joined Weber Shandwick in 2023 as senior vice president for APAC, where she helped advance purpose-led and sustainable practices across the agency. Before that, she held roles at Redhill, Unilever, Mars, and Crocs, leading regional communications strategies and campaigns.

She announced her move in a post on LinkedIn, noting her excitement to work with the team “to celebrate the heritage of the LEGO brand and build stories that connect and inspire audiences across this incredible region.”

In the same post, Bigio also highlighted the LEGO Group’s ongoing #BuildToGive initiative. Launched in 2017, the campaign encourages people to build and share a LEGO heart, with the company pledging to donate one LEGO set to charity for every heart shared on social media as part of its annual holiday activation.

According to the company’s website, the #BuildToGive 2025 edition will continue this model of engaging the community to support children in hospitals, shelters, and other care environments.

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Following its recent collaboration with actor Tom Holland on the Never Stop Playing campaign, the LEGO Group continues to promote the value of imagination with a new short film centred on a simple but heartfelt question: ‘Is it play you’re looking for?’

The story follows 12-year-old Eddie, who has lost his sense of play and chooses to spend the holidays alone in his room. His younger sister, however, sets out to reignite his imagination by bringing to life Cataclaws, a mischievous LEGO® creature, and a chorus of LEGO® minifigures who help draw Eddie back into the fun of family togetherness.

The film also features a playful reimagining of Lionel Richie’s 1984 hit ‘Hello’, performed by the LEGO Holiday Choir. The new version’s lyrics were also tailored to the film’s scenes.

Meanwhile, the LEGO Holiday Choir is made up of hundreds of minifigures spanning the LEGO universe, featuring characters from Star Wars, Wicked, Ninjago, Friends, and more. Fans can spot popular figures such as Darth Vader, Spider-Man, Hulk, Glinda, Elphaba, and Hot Dog Guy, all contributing to the campaign’s message of rediscovering the joy of play and togetherness.

Directed by award-winning filmmaker Steve Ayson and produced by Our LEGO Agency, in collaboration with the LEGO Global Brand Development Team, the short film features sets built from over 97,000 LEGO bricks. The production also included intricate details such as a train station, smoke-breathing dragons, and disco helicopters, animated by beEpic and accompanied by music from Walker Studios.

Nic Taylor, senior vice president and head of the LEGO Agency, said: “Our LEGO Holiday Choir is here to remind everyone about celebrating the joy of play and the magic that happens when we come together. We hope families jump into the world of play, where laughter is the soundtrack and imagination knows no bounds, to create unforgettable experiences together.”

Remi Marcelli, senior vice president of global brand development at the LEGO Group, added: “With our playful twist on a classic tune, we’re asking families, ‘Is it play you’re looking for?’ This campaign is a celebration of the joy and connection that play brings. We hope to inspire families everywhere to embrace their creativity and share special moments that will last a lifetime.”

The campaign also coincides with the LEGO Group’s annual Build to Give initiative, which launches on November 11. The programme encourages people to build a heart using LEGO bricks and share it in stores, at LEGOLAND® locations, or online with the hashtag #BuildToGive.

For each heart shared by the end of the year, the LEGO Group will donate a LEGO set to a child in need of play, through its network of charity partners. Since its launch in 2017, the ‘Build to Give’ campaign has reached more than 11.2 million children in hospitals, children’s homes, and vulnerable communities worldwide.

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Through this global partnership, families around the globe could see a series of co-branded products, content and experiences beginning next year that combine the imaginative power of LEGO bricks with Nike’s ‘Just Do It’ spirit to invite all kids into play and sport.

Moreover, the partnership reflects Nike and the LEGO Group’s shared commitment to put creativity, fun, sport and imagination back into play, and inspire, engage and empower kids around the world.

To mark the announcement of their partnership, Nike and the LEGO Group curated a special digital animation to spark the excitement and curiosity of kids, families and adults everywhere. It brings to life how sport and creative play will come together and leverage iconic elements from both brands.

At the centre is a specially created LEGO Minifigure head with the Nike Swoosh as the smile, symbolising the unique power of both brands through sport and creativity. This is surrounded by sport references and individual icons from both brands, such as the orange Nike shoebox; the waffle outsole and Nike Air technologies; and the LEGO brick, Minifigure, castle and studs. 

Also included are shared icons such as the duck, the LEGO Group’s first product and a symbol synonymous with Oregon, Nike’s birthplace; the Pegasus horse, a reference to an iconic Nike footwear innovation; and of course the G.O.A.T., a nod to some of the greatest athletes in Nike’s portfolio.

Alero Akuya, vice president of brand development at The LEGO Group, said, “At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow. By combining the creativity of LEGO play with the energy and passion of sport we want to inspire new ways for kids to play and be creative. We are excited to partner with Nike on this journey and help reimagine how creative play and sport can unite. Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations.” 

Meanwhile, Cal Dowers, vice president for global kids at Nike, commented, “At Nike, we believe in the power of sport to move the world forward, and that starts with kids. We’re committed to creating a more accessible and inclusive future that inspires kids of all ages and abilities to be more active. Together, with the LEGO Group, we’re excited to invite all kids into a new vision of sport and creative play.”

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Publicis One will commence onboarding from the beginning of July, working with Initiative over a three-month period to ensure a seamless transition and continued strong presence for the LEGO® brand.

The LEGO Group has consistently connected with and inspired fans, families, and kids on the importance of play, launching campaigns as part of the “Rebuild the World” global platform, including “Play Unstoppable” and “Play is Your Superpower.” 

They will continue exploring relevant, and authentic ways to engage its audiences. Its new agency partner, Publicis One, will focus on strengthening these connections within a complex and rapidly evolving media and retail landscape.

Julia Goldin, chief product and marketing officer at The LEGO Group, said, “We were impressed with Publicis One’s depth and breadth of expertise – as well as their aligned cultural values. We look forward to working together to further enhance our ecosystem, leveraging their insights and capabilities to create engaging and meaningful experiences for our audiences. Together, we aim to inspire children and families globally, nurturing creativity and fostering learning through play.”

She added, “We would like to thank the team at Initiative/IPG for a great seven years. They have been with us every step of the way as we significantly grew the business, launched our first global brand campaign, and reached more children than ever before. We are grateful for their support and collaboration.”

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The 365 square metre store in Senayan City offers immersive Lego experiences, including Southeast Asia’s first “Lego Minifigure Factory” where shoppers can customise Lego minifigures.

It also features three-dimensional Lego brick models of popular Indonesian icons such as the National Monument and the Jakarta bus, as well as a 3m-tall mosaic wall of the historical Selamat Datang Monument made with 21,562 Lego bricks.

Alongside this, the LEGO Group, together with the LEGO Foundation, has pledged to donate US$1 million over three years to support initiatives designed to provide children and caregivers greater access to “Learning Through Play”.

This store is one of six set to open this year, bringing the total number of Lego stores in Indonesia to 26 across nine cities. Additionally, Lego products are available at 300 other retailers, including toy stores, department stores and official online shops.

Talking about the opening, Claus Kristensen, senior vice president at the LEGO Group APAC, said, “Today marks an exciting milestone in our journey to bring joy and creativity to children across Indonesia. We see potential in this dynamic, growing market and are looking forward to strengthening our presence, reaching more children and inspiring the builders of tomorrow.”

“We have been present in Indonesia for over ten years through distribution and manufacturing partners and appreciate the strong support shown for our brand and business. We look forward to continuing to collaborate with local partners as we further build our presence,” he added.

Notably, this opening also follows LEGO’s recent appointment of two general managers to its Asia Pacific leadership team for business units of Singapore, Malaysia and Travel Retail (SMTR), and India & Emerging Asia (IEA).

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The appointments underscore the company’s commitment to expanding its presence and driving growth in the region by establishing strong leadership for the recently created business units of Singapore, Malaysia, and Travel Retail (SMTR), and India and Emerging Asia (IEA).

In his new role as general manager for the IEA business unit, Roose will leverage his strong and experienced leadership track record to drive sustainable commercial growth and regional expansion in IEA, with a strategic focus on India and Indonesia.

Prior to his promotion, he served as the LEGO Group’s country manager for New Zealand. A LEGO Group veteran, Roose has spent the last 15 years gaining a wealth of experience in sales, regional commercial development, and general management across Australia, Singapore, and New Zealand. Under his leadership, the LEGO Group’s New Zealand business unit achieved double-digit growth over the last six years. 

Meanwhile, Da Costa, as the new general manager for the SMTR business unit, brings over 17 years of invaluable experience in marketing, sales, and general management across blue-chip multinational organisations.

Her extensive track record as a strategic leader, adept at navigating both local and regional roles in diverse multi-channel environments and categories, positions her as a catalyst for innovation and growth within the business unit. She previously worked at LVMH, serving as the travel retail sales director for Moet Hennessy Travel Retail Asia Pacific Team. 

Da Costa’s appointment underscores the company’s commitment to fostering talent and driving forward-thinking initiatives, including spearheading our expansion efforts in the vibrant and dynamic travel retail category in Asia Pacific.

Speaking on her appointment, Da Costa shared, “I am thrilled to begin this new journey with the LEGO Group, leveraging my expertise in steering the Singapore, Malaysia, and Travel Retail business units and in contributing to the group’s ongoing success in this lively and rapidly evolving region. I am eager to embark on this new and exciting phase of my career, cultivating collaborative synergy within our teams and our esteemed partners as we collectively advance our mission of empowering individuals through the transformative power of play.”

In his appointment, Roose also said, “I am truly honoured and humbled to spearhead the newly established India and Emerging Asia business unit. The potential across India, Indonesia, and other countries in this part of the world is boundless, and I am eager to work closely with the team and our distributor partners to continue championing the LEGO® brand and foster immersive, high-quality play experiences for both children and adults alike.”

Both Roose and Da Costa will report directly to Claus Kristensen, senior vice president of APAC at The LEGO Group. 

Kristensen shared, “Cedric and Nina joining our APAC leadership team opens an exciting new chapter for us in Asia Pacific. Their expertise, coupled with their proven track records in driving innovation and fostering growth, support our ambition to remain at the forefront of the toy industry in the region. I am confident in their ability to lead their newly created business units as we inspire creativity, shape the future of play, and propel the LEGO Group forward in Asia Pacific.”

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In her new role, McKenny will be responsible for taking leadership of The LEGO Group’s marketing teams in Australia and New Zealand, and will be aiming to push the brand’s marketing efforts across the region. 

Prior to this role, McKenny joined the LEGO Group in 2009 as a marketing assistant, and over the past 15 years she has progressed through the marketing organisation, launching many successful campaigns and new themes, as well as managing an evolving portfolio to lead the Brand team.

In 2021, she was promoted to brand director for Australia and New Zealand, where she was the lead architect in the redesign of the LEGO portfolio differentiation strategy and market principles.

Speaking on McKenny’s appointment, Troy Taylor, vice president & general manager at LEGO Australia & New Zealand, said, “We are so pleased to promote a home-grown talent in Justine to our Head of Marketing role for Australia & New Zealand. Australia is such an important market for the LEGO Group and we felt that Justine’s passion and vision for the LEGO brand, along with her energy and ideas around people development and leadership stood out through the recruitment process.”

“Justine also has a solid track record of delivering results, and has managed and brought to life pretty much our entire theme portfolio over her journey, making her the ideal candidate to take our marketing efforts to the next level in the years ahead,” he added.

Notably, McKenny’s appointment comes after recent leadership appointments in the Asia Pacific region, with Claus Kristensen as the new senior vice president and Uma Ramanan as the new head of marketing for APAC.

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