Lego Frenzy in Israel: Deals and Surprising Brand History
Translated & summarized from Ice by baba
The Lego brand is experiencing significant popularity in Israel, marked by the opening of a new LEGO Store in Petah Tikva and ongoing price competition among retailers like KSP, Osher Ad, and official stores. Price comparisons show substantial savings on Lego sets at non-official retailers, with differences reaching up to 80 shekels on individual items. The official Lego store in Tel Aviv, opened in 2022, intensified this price war, which has since expanded to include supermarkets and computer stores. Lego, founded in Denmark in 1932, has grown into a global toy giant with record revenues, and its presence in Israel continues to expand despite persistent price battles.
The story in 6 lines · by baba
- A new LEGO Store opened in Petah Tikva, Israel, drawing over a thousand visitors.
- Retailers like KSP offer significant discounts on Lego sets compared to official stores.
- Price differences of up to 80 shekels exist on the same Lego sets between retailers.
- The official Lego store's 2022 opening intensified price competition in Israel.
- Lego, a Danish brand founded in 1932, achieved record revenues in 2025.
- Lego products are now sold through official stores, toy chains, computer stores, and supermarkets in Israel.
The iconic toy brand Lego continues to generate excitement in Israel, extending beyond children to adults. A new LEGO Store recently opened at Ofer the Grand Mall in Petah Tikva, drawing over a thousand children and teenagers to its launch event. Simultaneously, the KSP retail chain offered its own promotions and benefits on Lego products, sparking consumer interest in price differences between retailers. KSP recently provided customers who purchased Lego items totaling 299 shekels or more with a free Lego set and complimentary home delivery. This promotion concluded after preceding offers on dozens of sets.
A price comparison by Channel 12 in late September revealed significant savings at KSP and Osher Ad compared to the official Lego store. For instance, a Lego rose bouquet set cost 249 shekels at the official store but was available for 169 shekels at KSP and Osher Ad, an 80 shekel difference.
The new Petah Tikva store is the 11th LEGO Store in Israel, operated by entrepreneur Eran Thor's TOR GROUP. Spanning approximately 200 square meters, it offers exclusive sets, interactive play areas, and custom minifigure building, aiming to provide an enhanced shopping experience beyond just purchasing products.
Lego's journey began in 1932 with Danish carpenter Ole Kirk Christiansen in Billund, Denmark. Initially producing wooden toys, the company derived its name from the Danish phrase "Leg Godt," meaning "Play Well." In 1949, plastic bricks were introduced, and the interlocking mechanism patent was secured in 1958, leading to the familiar Lego brick. The brand has since expanded into films, video games, and adult collector sets, featuring popular franchises like Star Wars and Harry Potter.
In 2025, Lego reported record revenue of approximately 83.5 billion Danish kroner, a 12% increase from the previous year, with a net profit of around 16.7 billion kroner. Its products are sold in over 120 countries worldwide.
While Lego has been sold in Israel for decades, a major shift occurred in July 2022 with the opening of the first official store at Dizengoff Center in Tel Aviv. Prior to this, Ilanit company held exclusive import rights for over two decades, while many consumers ordered from abroad due to price disparities. The official store's opening attracted about 44,000 visitors in 11 days, triggering a significant price war. Toys "R" Us reduced prices by up to 30%, Steimatzky offered 20% discounts, importer Ilanit lowered wholesale prices by 10%, and KSP also entered the competition. The competition intensified further in 2026 when Shufersal began selling Lego in about 90 branches and online in August, followed by Osher Ad importing models through parallel imports in September. Lego products are now available not only in official stores and traditional toy chains but also in computer stores and supermarkets. Despite Lego's expansion with new stores in Israel, the price competition persists, with potential savings of tens to hundreds of shekels depending on the set. The question remains whether the in-store experience and exclusive products will justify the price differences for consumers.
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