Supermarket Chain Osher Ad Disrupts Toy Market with Aggressive Lego Pricing

Israeli supermarket chain Osher Ad has entered the official import market for the popular Lego toy brand, significantly undercutting competitors' prices. While currently offering a limited selection of four Lego sets, Osher Ad's pricing strategy is already causing concern among established retailers.

For instance, the 'Creator 3-in-1 Animals' set is priced at just 119 shekels at Osher Ad, compared to approximately 179 shekels at Lego stores and the Amigo website. Similarly, a Lego Technic Bugatti car model is sold for 199 shekels, which is cheaper than even VIP club prices at the official Lego store (216 shekels) and considerably less than its 284.90 shekel price at Toys "R" Us.

The 'Flower Bouquet' set is also competitively priced at 169 shekels, versus 199 shekels at KSP and Shufersal. In the case of the 'Pokemon Eevee' set, Osher Ad matches KSP's price of 199 shekels, yet remains cheaper than Super-Pharm (229 shekels) and the Lego store (249 shekels).

Industry observers suggest that if Osher Ad expands its Lego inventory, traditional retailers and specialized toy stores may need to reassess their strategies to retain customers.