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Story summary
- Shufersal launched a partnership with LEGO, selling toys in roughly 90 stores and online.
- Shufersal offers the LEGO LOVE set (model 31214) for NIS 229, the lowest price among three tested retailers.
- The LEGO Icons World Cup Ball set (model 43019) sells for NIS 349 at Shufersal, saving NIS 150 versus LEGO store.
- Shufersal’s move shows supermarkets expanding into non-food categories to boost basket value.
