Shufersal Expands Non-Food Sales with Official LEGO Partnership Across 90 Stores

Shufersal, one of Israel's leading supermarket chains, is significantly expanding its non-food segment by entering the toy market through an official commercial agreement with LEGO. Starting immediately, LEGO products will be available in approximately 90 Shufersal branches nationwide, including Universal stores and the branch in Eilat, as well as on Shufersal's online platform. This move introduces a wide range of hundreds of LEGO items sold in dedicated sections within the stores.

The partnership marks a major increase in LEGO's retail presence across Israel, adding about 10 new points of sale from the north to the south of the country. This expansion complements existing specialized LEGO stores by placing products in numerous additional locations, including outside traditional shopping centers. Customers will also benefit from the convenience of purchasing LEGO products online through Shufersal’s website, with delivery integrated into regular grocery shipments, reducing shipping costs.

Shufersal emphasized that this initiative is part of its strategy to broaden product offerings and add value for customers. The company highlighted that the online LEGO assortment will be more extensive than in physical stores, with new product launches arriving simultaneously with their Israeli market debut. Furthermore, Shufersal claims that LEGO prices will be lower than those at the official LEGO store in Israel, with the best deals available online.

For Shufersal, the agreement allows diversification beyond food sales by incorporating a highly popular and trusted brand, thereby expanding the shopping basket categories for customers. For LEGO, the deal instantly boosts its retail footprint by adding around 90 new sales points and a nationwide online channel without altering its existing store network in Israel.