New Market Players Drive Price Competition Across Israel's Lego Retailers
New market players including Shufersal and Osher Ad are driving competition in Israel's Lego market, leading to significant price variations across major retail chains.
A series of new market players have entered Israel's Lego market in recent months, driving competition and price variations for popular toys. Shufersal became an official importer, introducing Lego to 90 branches and its online store, while Osher Ad initiated a parallel import trial with four models. They join official importers like KSP and the official Lego store chain.
Price discrepancies are striking, with identical sets selling for 169 NIS in one chain and 249 NIS in another, saving consumers dozens of shekels. However, not all models are available across all retailers, and the cheapest option for one set is not necessarily the lowest for another, making price comparison essential before purchasing.
A preliminary comparison of selected sets illustrates the market differences. The Lego Rose Bouquet is sold for 169 NIS at Osher Ad and KSP, 199 NIS at Shufersal, and 249 NIS at the official Lego store.
The Lego Green Car is priced at 199 NIS at Osher Ad compared to 259 NIS at the Lego store. Meanwhile, the Lego 3-in-1 Animals set costs 119 NIS at Osher Ad, 149 NIS at Shufersal, and 179 NIS at the Lego store.
For the Lego Pokémon set, Osher Ad and KSP charge 199 NIS, while Super-Pharm Online lists it at 229 NIS and the Lego store at 249 NIS. Finally, the Lego Lionel Messi set is available for 80 NIS at Ivory, 99 NIS at Shufersal and KSP, and 120 NIS at the official Lego store.
