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Heavy loads at Dizengoff Center on the day of the opening of the official Lego store Israel today

2022-07-13T14:38:03.474Z


The first official store in Israel opened this afternoon at Dizengoff Center in Tel Aviv - and the queues are especially long • In the store you can buy hundreds of products that can only be found in LEGO official stores around the world • We found lower prices than Amazon for example, but expensive from the US • "Our desire to make the price accessible, but there are things that affect it"


Hundreds of people are crowded at this time as a giant at the entrance to the first official LEGO store that opened today (Wednesday) in Israel at Dizengoff Center.

The store, as well as LEGO's online site, opened at 4 p.m.

Many fans of the brand were waiting outside the store ahead of time.

The store, which has an area of ​​240 square meters, joins 678 Lego stores in the world and is even designed like them.

The store offers hundreds of products that can only be found in official LEGO stores around the world.

The company says that to date less than 200 Lego products have been sold in Israel and that close to a thousand products will be sold in the store and on its official website.

The store offers a unique shopping experience for the favorite brand of Israelis.

Long queues at the first Lego store in Israel at Dizengoff Center, Photo: None

LEGO franchisee in Israel, Eran Tor, who brought other leading international brands to Israel, has in recent months worked with members of the international LEGO company to adapt the store's concept to the Israeli audience.

These landed yesterday especially at Ben Gurion Airport to be today at the launch of the store in Tel Aviv.

The Danish ambassador also attended the event in particular.

The company says that LEGO sees Israel as an important market and after years of waiting, it was decided to open the first store, which will later be joined by a number of other stores that are expected to open throughout the country.

In Israel, some of the products are more expensive

As mentioned, the store offers a wide range of products as well as exclusive products, which can only be purchased in official stores around the world.

The store's staff, known as the "Builders", have been trained to provide service and knowledge about LEGO products similar to LEGO stores worldwide.

The store was established after a complex renovation and adjustment process, in which six separate stores in Dizengoff Center were merged into one store, as well as additional areas for the benefit of various activities.

As for prices in Israel: we found a Duplo Mickey and a mini train for NIS 139.

For comparison, the price on Amazon, including delivery to Israel, is $ 59, ie NIS 204.73.

The price at a Lego store in the US is $ 29.99. With taxation in New York, for example, the product will cost NIS 113.3, which means that the product in Israel is 22.6% more expensive.

Ambassador of Denmark at the opening of the Lego store in Tel Aviv, Photo: Hayali Yaakovi Handelsman

LEGO Classic model 11019 costs NIS 129 in the new store in Israel, compared to $ 46 on Amazon with delivery to Israel, ie NIS 159.

At the global LEGO store the product costs $ 29.99.

If we add the tax in New York, the price is NIS 113.3.

In other words, the product in Israel is 13.8% more expensive.

We also found LEGO Minions model 75546 for NIS 99 and LEGO Classic model 11014 for NIS 129.

These are not launch prices

Concessionaire Eran Tor told Israel Today: "We are competitive with LEGO stores in Europe, the United States and the rest of the world. It should be remembered that there is a 17% VAT here in Israel.

It is also important to understand that anyone who orders goods to Israel must pay a shipping fee.

Since we announced the opening of the LEGO store, the average price in the Israeli market has dropped by about 36% and with the prices we offer today, this is a reduction of another 25%.

Lego (archive), Photo: Liron Moldovan

"Our ambition is to make LEGO's prices accessible in Israel. There are things that affect things like exchange rate and shipping costs and yet we are fully competitive. There are 150 products that are cheaper than Amazon, there are products that are exactly the price and there are products that we are more percent."

According to him, the prices in the store are not launch prices - but the prices themselves.

He added that "the store will offer a number of unique experiences for the first time in Israel, such as creating a personal character."

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Source: israelhayom

All news articles on 2022-07-13

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