Lego

Lego opened its 11th store in Israel at Petah Tikva's Ofer HaGadol Mall, drawing massive crowds. Yet, fierce competition from KSP, Shufersal, and parallel importers reveals significant price gaps of up to 80 NIS on popular sets.

Tor Group opens Israel's largest LEGO store in Petah Tikva, spanning 200 square meters. The launch offers a unique chance for citizens to honor the final wish of fallen soldier Staff Sergeant Neta Baram.

Osher Ad retail chain has launched official Lego sales, offering four initial models at competitive prices compared to major Israeli competitors like Shufersal and KSP.

Lego reported a 21% revenue increase for the first half of the year, reaching 42 billion Danish krone. The growth is driven by strong sales of new sets, the launch of the Smart Play platform, and key sports partnerships.

The Shufersal chain has signed a commercial agreement with LEGO, under which the brand's products will be sold starting today in about 90 branches across the country and via Shufersal Online. This move allows Shufersal to expand sales beyond groceries using a high-demand brand, while LEGO gains an immediate, significant increase in its retail footprint in Israel.