Super-Pharm Slashes Lego Prices for World Cup Promo

Super-Pharm Online has launched a limited Lego sale tied to the World Cup, cutting prices on dozens of sets through June 30 on its website and app only. The chain says the promotion includes collectible sets, kids’ and adult building kits, licensed lines such as Winnie the Pooh, 101 Dalmatians puppies, cars from Lamborghini and Ford, and, for now, the official FIFA World Cup trophy and match ball are among the cheapest in Israel, though Super-Pharm’s regular online prices are often high.

The official FIFA World Cup soccer ball, set 43019, is being sold for 399 shekels instead of 549, below KSP at 419, Go Mobile at 429, and Lego Store at 499. The 2026 FIFA World Cup trophy set, 43020, costs 599 shekels, down from Super-Pharm’s previous high of 775, while competitors list it at 618 to 749 shekels, though KSP can undercut Super-Pharm if shoppers use a 50-shekel newsletter or Telegram coupon on purchases over 499 shekels.

Other sets are less clear-cut. The Golden Retriever Puppy, 11384, fell to 499.90 shekels and is cheaper than rival stores. By contrast, Cherry Blossoms, 40725, is 55 shekels at Super-Pharm but only 45 at KSP. The large Classic Brick Box, 10698, is priced at 189 shekels, matching Toy House and Go Mobile, while the Luna Lovegood House, 76467, is 329 shekels, tied with Go Mobile and cheaper than Toy House and Lego Store.

The Avengers Tower, 76269, is discounted to 2,199 shekels from 2,729, but Go Mobile is still lower at 2,099. Duplo Flower Garden, 10444, is 99 shekels at Super-Pharm, while KSP sells it for 50 on sale. The Creator T. rex, 31151, is 229 shekels, matching Toy House and beating Lego Store. The Lamborghini, 10337, is 707 shekels at Super-Pharm, but KSP lists it at 649.

Some items excluded from the promo are still cheaper at Super-Pharm, including the City Police Station, 60316, at 277 shekels versus 289.90 at Toy House, 299 at Amigo, and 359 at Tzachtoy Moran. Lego Store remains relatively expensive, but it is running its own site offer of a second item at 50% off on selected products, which can effectively cut the combined price by 25% for two items. To promote the World Cup campaign, Super-Pharm also opened Lego and soccer play zones where children can build a miniature World Cup trophy for free, photograph it, and take it home. The first station opened at Big Glilot, will move to Ayalon Mall from June 21 to 23, and then continue to Ashdod.