Shufersal Challenges LEGO Market With Aggressive Pricing

Israel's largest retail chain, Shufersal, has entered the LEGO market with a strategy focused on aggressive pricing and significant discounts, according to Channel 12 news. The move challenges established players like KSP, Toys R Us, and the official LEGO online store.

Shufersal has launched a full LEGO catalog on its website and set up branded displays in approximately 90 of its stores nationwide. A market monitoring by Channel 12 found price differences of hundreds of shekels on certain LEGO sets between Shufersal and its competitors.

Notable savings were observed in popular series such as Botanicals, Creator, and Ideas. For instance, a pink flower set from the Botanicals collection costs 169 shekels at Shufersal, compared to 215 shekels at KSP and 182 shekels in Eilat. The Snoopy house collectible model is priced at 269 shekels at Shufersal, significantly lower than Toys R Us (349 shekels) and the official LEGO site (440 shekels). Children's basic sets are also reportedly available at nearly half the standard price.

However, experts caution against assuming Shufersal is always the cheapest option. In some categories, like the Speed Champions racing cars or certain Ninjago sets, price differences are minimal, and traditional stores can sometimes be cheaper. A "Lord of the Rings" Balrog set, for example, was on sale at Shufersal for 379 shekels (down from 729 shekels), while KSP offered it for 335 shekels.

Furthermore, Shufersal's current selection is less geared towards experienced collectors. Complex, multi-thousand-piece models and exclusive series are still best found at specialized retailers or ordered from Eilat, which offers tax advantages. Previously, scientists were reported to have swallowed LEGO figures for an experiment.