Kristian Imhof has been appointed as the new General Manager for the Middle East and Africa (MEA) region by the LEGO Group. Imhof is highly experienced in corporate leadership, with a proven track record in both established and emerging markets. Jeroen Bejier, who established the LEGO Group’s presence in the Middle East and spearheaded operations in MEA over the past four years, handed over his responsibilities to Imhof.Imhof joined the LEGO Group in 2012 and has played an essential role in developing the company. Starting in the Munich office in Germany, he has led innovative initiatives in Austria, Switzerland, and beyond.In 2017, he moved to Johannesburg as the General Manager of South Africa and Sub Saharan region. Imhof’s visionary leadership expanded wholesale channels in Southern Africa and fostered distributor relationships in both West and East Africa. After an impressive track record, Imhof returned to Europe Central in 2021 and later assumed the role of Acting General Manager. Now, he is taking on the exciting challenge of leading the dynamic MEA region.The LEGO Group has been actively engaging consumers in the region. Imhof plans to build upon this and expand the brand’s footprint through various distribution and communication channels. His expertise in diverse markets will enable him to create tailored strategies that resonate with the unique cultures and preferences of the MEA region. Additionally, he envisions geographical expansion to ensure that the LEGO experience reaches more corners of the region.