Shufersal Becomes Official Importer of LEGO Products in Israel with Dedicated Store Sections

Shufersal has been selected by the global LEGO Group as the official importer of LEGO products in Israel. Although several official LEGO importers currently operate in Israel, Shufersal will soon establish dedicated LEGO sections in about 90 of its selected branches, including Shufersal Universal, Shufersal Deal, and Shufersal Sheli stores, with locations extending to Eilat. Additionally, a LEGO store will launch on Shufersal Online, offering hundreds of products from a wide range of LEGO series and categories.

This initiative aligns with LEGO's global commercial and marketing strategy, ensuring that new launches and trendy products will arrive on Shufersal shelves and online shortly after their release in leading markets worldwide and in Israel. Customers will be able to conveniently add LEGO products to their regular grocery shopping carts and receive them as part of their home delivery across the country, enhancing accessibility and affordability within the daily shopping experience.

The available LEGO products will cover major categories for all age groups, including DUPLO for toddlers, LEGO City and LEGO Friends for school-age children, and LEGO Icons and LEGO Botanicals for adults. The selection will also feature leading series, new products, and popular sets from LEGO's global catalog, a rapidly growing segment attracting diverse audiences.

Regarding pricing, specific examples include the LEGO Remix airplane priced at 249 shekels, the LEGO FIFA World Cup 2026 soccer set at 349 shekels, LEGO Ninja figures at 149 shekels, and the LEGO LOVE set at 229 shekels.