Auchan Ed Enters Israeli Toy Market, Undercutting Lego Prices

Auchan Ed, a major Israeli retail chain, has officially entered the toy market by beginning to sell Lego products imported through official channels. Initially, the company is offering a limited selection of four Lego models.

A price comparison reveals significant differences, with Auchan Ed selling some sets considerably cheaper than competitors. For instance, the LEGO Creator 3-in-1 set is priced at 119 shekels at Auchan Ed, compared to 179 shekels at Lego stores and approximately 179.90 shekels on the Amigo website, a difference of about 60 shekels.

Similarly, the LEGO Technic Bugatti model is available at Auchan Ed for 199 shekels, while Lego stores list it at 289 shekels (or 216 shekels for VIP club members) and Toys R Us at 284.90 shekels. The "Rose Bouquet" set is also priced lower at Auchan Ed (169 shekels) compared to Shufersal, KSP, and Lego stores.

However, not all prices are lower. The Pokemon Eevee set is sold at Auchan Ed for 199 shekels, matching KSP's price but higher than Super-Pharm and Lego stores. Auchan Ed may expand its Lego offerings if this initial venture proves successful, potentially intensifying competition in Israel's toy market.