"Shufersal" will start selling LEGO: what about prices

The supermarket chain Shufersal has become an official importer of LEGO in Israel, without obtaining exclusive rights. Special departments will open in 90 branches, including Eilat, and hundreds of products will appear on Shufersal Online. Customers will be able to order sets along with groceries. Among the listed prices: the "Airplane" set for 249 shekels, "Football - 2026 World Cup" for 349 shekels.

The supermarket chain Shufersal has announced that it has become an official importer of LEGO products in Israel. However, the chain did not obtain exclusive rights — several official importers of the brand are already operating in the country. In the coming days, special LEGO departments will open in approximately 90 stores of the "Univers", "Shufersal Deal", and "Shufersal Sheli" formats, including in Eilat. At the same time, a LEGO store with hundreds of products from various series and categories will appear on Shufersal Online. Customers will be able to add LEGO sets to their regular grocery basket and receive them with supermarket delivery nationwide. The assortment will cater to different age groups: from LEGO Duplo for young children to LEGO Icons and LEGO Botanicals for adults. Among the listed prices: the LEGO Remix "Airplane" will cost 249 shekels, LEGO "Football - 2026 World Cup" — 349 shekels, a LEGO set with ninja figures — 149 shekels, and LEGO LOVE — 229 shekels.