Supermarket Chain Auchan Yes Enters Lego Market With Lower Prices

The Israeli supermarket chain Auchan Yes has begun selling official Lego products across all its branches, offering prices significantly lower than traditional Lego stores. This move aims to make the popular building toys more accessible to families, as Lego sets can be quite expensive, with smaller kits costing around 100 shekels and larger ones reaching hundreds of shekels.

Auchan Yes is importing the Lego products officially and is currently offering select popular models at an average discount of 25% compared to regular retail prices. For example, the Botanicals Rose Bouquet set, which normally retails for 249 shekels, is available at Auchan Yes for 169 shekels, a saving of over 32%. Similarly, the Lego Pokemon Eevee set is priced at 199 shekels, down from 249 shekels, though it is currently available for 187 shekels to Lego VIP members. The Creator 3in1 Panda Family set sees a substantial discount, selling for 119 shekels at Auchan Yes compared to 179 shekels elsewhere, a saving of about 33.5%. The Technic Green Bugatti is also significantly cheaper, priced at 199 shekels at Auchan Yes versus 289 shekels, representing a saving of around 31% even compared to VIP pricing.

Auchan Yes is not the first supermarket to enter the Lego market. In August, competitor Shufersal also began selling official Lego products in approximately 90 of its branches and online. However, Shufersal's prices are reportedly higher than those now offered by Auchan Yes. The chain plans to introduce more Lego models in the future.