Lego Price Wars Intensify in Israel as New Retailers Enter Market

Competition over Lego prices in Israel is heating up with the entry of new players into the market. Following supermarket chain Shufersal's official import of Lego products to 90 branches and its online store, supermarket chain Osher Ad is now entering the parallel import market with a limited selection of four Lego sets. These new entrants join official importers like KSP and the official Lego stores, as well as other toy retailers, leading to significant price differences.

Price discrepancies for the same Lego set can range from 169 shekels at one retailer to 249 shekels at another, representing savings of tens of shekels for consumers. However, not all models are available at every retailer, and the cheapest option for one set may not be the cheapest for others, making pre-purchase comparisons essential.

The article provides a preliminary price comparison for several example Lego sets. For instance, the 'Lego Rose Garden' set is priced at 169 shekels at both Osher Ad and KSP, compared to 199 shekels at Shufersal and 249 shekels at an official Lego store. Similarly, the 'Lego Green Car' is 199 shekels at Osher Ad and 259 shekels at an official Lego store. The 'Lego Animals 3 in 1' is 119 shekels at Osher Ad, 149 shekels at Shufersal, and 179 shekels at an official Lego store. The 'Lego Pokemon' set is 199 shekels at both Osher Ad and KSP, 229 shekels at Super-Pharm online, and 249 shekels at an official Lego store. Finally, the 'Lego Messi Ivory' is 80 shekels at Osher Ad, 99 shekels at Shufersal and KSP, and 120 shekels at an official Lego store.