Intensified Competition Drives Down Lego Prices in Israel

Competition in the Israeli Lego market is heating up, with new players entering and driving down prices for the popular toys. Super-Pharm has joined the fray through parallel import, initially offering four Lego sets. This move follows Super-Pharm's earlier entry as an official importer, making Lego available in 90 of its branches and online.

The increased competition is creating significant price differences between retailers. For instance, the same Lego set can range from 169 shekels at one store to 249 shekels at another, representing substantial savings for consumers. However, not all models are stocked by every retailer, and the cheapest option for one set may not be the cheapest for all.

Retailers now competing include official importer KSP, official Lego stores, and general toy stores, alongside Super-Pharm and the new parallel importer, Super-Pharm. A price comparison of several example sets reveals notable variations. The "Lego Rose Garden" set is priced at 169 shekels at both Super-Pharm and KSP, but 199 shekels at Super-Pharm and 249 shekels at a Lego store. Similarly, the "Lego Green Car" is 199 shekels at Super-Pharm and 259 shekels at a Lego store.

Further examples include the "Lego Animals 3 in 1," available for 119 shekels at Super-Pharm, 149 shekels at Super-Pharm, and 179 shekels at a Lego store. The "Lego Pokemon" set is 199 shekels at both Super-Pharm and KSP, 229 shekels at Super-Pharm online, and 249 shekels at a Lego store. Finally, the "Lego Leo Messi" set is 80 shekels at Super-Pharm, 99 shekels at Super-Pharm and KSP, and 120 shekels at a Lego store.