Shufersal Launches LEGO Sales Across Israel Offering Competitive Prices

Shufersal, one of Israel's leading supermarket chains, has expanded its product range by entering the toy market with LEGO, one of the world's strongest toy brands. Starting immediately, LEGO products will be available in about 90 Shufersal branches nationwide, including selected stores of the Shufersal group such as Univers, Shufersal Deal, and Shufersal Sheli, as well as online through Shufersal's website and app. Customers can conveniently add LEGO sets to their grocery orders for home delivery.

This move marks a new distribution channel for LEGO in Israel, which until now was officially sold through LEGO's own stores and KSP electronics retailer, alongside other toy stores via official and parallel imports. Shufersal's direct partnership with LEGO adds a significant retail option, blurring the lines between traditional supermarkets and multi-category retailers.

A price comparison conducted by the article found that Shufersal offers lower prices on three out of four LEGO sets checked, sometimes significantly cheaper than both KSP and official LEGO stores. For example, the LEGO LOVE set (model 31214) costs 229 shekels at Shufersal, compared to 238 shekels at KSP and 399 shekels at the official LEGO store, representing a 43% discount off the official price. Similar savings were noted for other popular sets like LEGO Icons World Cup Ball and LEGO Ninja figure display.

Shufersal's LEGO selection caters to a wide age range, from LEGO DUPLO for toddlers to LEGO City and Friends for school-age children, and LEGO Icons and Botanicals for adults. The chain plans to stock new LEGO releases simultaneously with their launch in Israel. The supermarket chain emphasized that this partnership aims to provide Israeli consumers with access to a trusted global brand and enhance customer value by expanding product variety.

This strategic expansion reflects the broader trend of supermarkets evolving beyond food retail to become comprehensive shopping destinations, increasing basket size by offering diverse products including toys, electronics, and more.