Israel's Largest LEGO Store Opens in Petah Tikva Alongside Memorial Legacy

Tor Group has announced a major expansion of the LEGO brand in Israel with the upcoming opening of its 11th and largest official store in the country. The grand opening is scheduled for Thursday, October 15, at Ofer HaKanyon HaGadol in Petah Tikva.

The new store will span approximately 200 square meters and offer the largest selection of LEGO products in Israel. The branch will feature exclusive sets, 3D LEGO models, interactive display stations, and play experiences, including the Build a Minifigure and Pick a Brick custom stations. To mark the opening, members of the LEGO VIP CLUB will receive special benefits and an exclusive gift with purchases made on the event day.

Expanding Retail Footprint and Brand Experience

Eran Tor, founder and chairman of Tor Group, stated: "The enthusiasm of LEGO fans in Israel is truly inspiring. With every new store, we see a massive wave of excitement from children, families, and collectors. We are thrilled to bring the LEGO Store experience to Petah Tikva and the Ono Valley region, creating a place where creativity and imagination can flourish." Naomi Siman-Tov, CEO of Ofer HaKanyon HaGadol, added: "The brand stimulates creativity, imagination, and joy. We strive to bring the world's strongest and most beloved brands to our visitors, and the addition of this store reflects our commitment to retail innovation and excellence."

The LEGO Store Israel network currently operates 10 branches, consisting of 9 certified stores and a pop-up location. The network's footprint spans Tel Aviv (Dizengoff Center and an Azrieli pop-up), Glilot, Rishon LeZion, Herzliya, Ashdod, Kiryat Ata, Eilat, and Beersheba, which is the tenth recently opened branch. Additionally, LEGO products are sold nationwide across approximately 90 Shufersal stands, as well as through leading toy and electronics retail chains.

Fulfilling the LEGO Legacy of Staff Sergeant Neta Baram

At a time when Israel marks three years since the events of October 7, the hobby of building LEGO takes on a profound meaning that extends far beyond play and entertainment. The opening of the new branch in Petah Tikva offers local residents a unique opportunity to fulfill the final request of an Israeli hero, Staff Sergeant Neta Baram, a team commander of observation balloon soldiers who fell in battle at the Nahal Oz outpost on the morning of October 7.

"This is probably the last message I am writing to you... Continue to collect and build LEGO for me. Love you more than you can imagine."

On the morning of October 7, Baram served at the Nahal Oz observation post. When hundreds of terrorists infiltrated the base, he quickly assessed the grave situation as he and his soldiers found themselves vastly outnumbered and without adequate combat gear. In those harrowing moments, Neta sent a message to his family. His mother, Nirit Baram, painfully recalled the opening line: "This is probably the last message I am writing to you."

Neta, a passionate LEGO collector throughout his life, concluded the message with words that have since become an unofficial testament for his loved ones. Three years after his fall, Baram's family and friends continue to honor his request, building LEGO in his memory and perpetuating his legacy through the game he loved so much. Now, with the opening of the country's largest branch, citizens of Israel, and particularly residents of Petah Tikva and the surrounding area, have a meaningful opportunity to join the memorial effort and fulfill the wish of Israeli hero Staff Sergeant Neta Baram.