Shufersal Launches LEGO Sections in 90 Stores and Online Across Israel

Shufersal, one of Israel's leading supermarket chains, has expanded its product offerings to include LEGO toys, introducing dedicated LEGO sections in approximately 90 of its stores nationwide, including Shufersal Deal and Universe branches, as well as in the southern city of Eilat. This initiative, which began on the day of the announcement, also extends to Shufersal's online platform and mobile app, where a broader selection of LEGO products will be available for purchase alongside regular grocery orders.

The LEGO range caters to a wide audience, featuring sets such as LEGO DUPLO for toddlers, LEGO City and LEGO Friends for school-age children, and more advanced series like LEGO Icons and LEGO Botanicals aimed at adult fans. Shufersal plans to regularly update its inventory with new LEGO models shortly after their official release in Israel, ensuring a dynamic and fresh assortment.

This move reflects a growing trend among Israeli supermarkets to diversify beyond traditional food and household items, previously including real estate, vehicles, electronics, and perfumes. By adding LEGO, Shufersal aims to attract families shopping with children, especially as the back-to-school season approaches, offering a convenient and appealing shopping experience.

LEGO products in Shufersal stores are priced competitively, with examples including the LEGO Remix airplane set at 249 shekels, a World Cup ball set at 349 shekels, Ninja figures at 149 shekels, and a LEGO LOVE set at 229 shekels. This expansion highlights the supermarket's strategy to challenge specialized toy stores by integrating popular non-food items into the weekly grocery shopping routine.