The Lego Group is on the hunt for a marketing director for the local business following the departure of Angie Tutt in December.
Tutt, who was senior director, head of marketing at the Lego Group for six years, is yet to be replaced as the group conducts a search of the market.
It comes as the Danish toy brand announced a slew of leadership changes and a reshuffle of business units in APAC.
Leading the change is the appointment of Claus Kristensen as senior VP for Asia Pacific, reporting to chief commercial officer Colette Burke.
Kristensen succeeds Eric Maugein, who stepped down after nearly 20 years at the company, and will oversee the two new business units: India & Emerging Asia (IEA), and Singapore, Malaysia and Travel Retail (SMTR), in addition to the regions high-growth markets.
Kristensen’s previous roles at Lego include VP of marketing and B2B e-commerce in APAC, VP and GM of Australia & New Zealand, and head of executive strategy at the Lego Group’s headquarters.
He will be supported in marketing by Uma Ramanan in the newly created APAC head of marketing role. Ramanan was previously regional brand director at the Lego Group.
“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.
The APAC changes do not impact the local business in Australia and New Zealand, but support the growth of the brand globally.
Troy Taylor, vice president and GM of Lego Australia & NZ, told Mediaweek that the business shift to target adults was delivering success for the company as it tapped into nostalgia for the brand.
The brand opened the world’s largest Lego store in Sydney last year to tap into its strong rapport with audiences.
“Australia is a top five market for The Lego Group in the entire world, which means, per capita, no one buys more Lego sets than Australians do”, said Taylor.
See also: Brick by Brick: How Lego is targeting adult audiences to grow the brand