Full Breakdown
Shufersal Brings LEGO Sets to Its Supermarket Shelves
8/24/2026, 4:39:13 AM
How the Partnership Works
Israel’s leading supermarket chain Shufersal has added LEGO products to roughly 90 stores nationwide, including selected Universe, Shufersal Deal and Shufersal Sheli locations, as well as its online platform. The move follows a commercial partnership that places Shufersal among the three official LEGO sales channels in Israel—official LEGO stores, KSP and now Shufersal. Customers can order LEGO sets alongside groceries for a single delivery.
Pricing Compared to Competitors
A price comparison of four LEGO sets across Shufersal, KSP and the official LEGO store found Shufersal offering the lowest price on three of them. For the LEGO LOVE set (model 31214), Shufersal sold it for NIS 229 versus NIS 399 at the official store and NIS 238 at KSP, a saving of about 43 % from the official price. The LEGO Icons World Cup Ball set (model 43019) was priced at NIS 349 at Shufersal, compared with NIS 419 at KSP and NIS 499 at the official store, yielding a NIS 150 discount versus the official price. The Ninja Figure Display set (model 71866) cost NIS 149 at Shufersal, versus NIS 169 at KSP and NIS 179 at the official store. The only exception was the LEGO Remix Airplane, Truck and Hovercraft set (model 60505), where KSP’s NIS 239 beat Shufersal’s NIS 249, though both remained well below the official store’s NIS 329.
Implications for Israeli Retail
Shufersal’s entry into the toy market illustrates the broader trend of supermarkets evolving into mega-retailers that sell a wide array of non-food items. By leveraging its existing foot traffic and delivery infrastructure, the chain can attract customers drawn specifically by the strong LEGO brand, especially when prices are lower than those at specialty retailers. This strategy aims to increase basket size and overall transaction value.
Future Product Rollout
Shufersal states that new LEGO launches will appear on its shelves at the same time they are released in Israel, covering lines such as LEGO DUPLO, LEGO City, LEGO Friends, LEGO Icons and LEGO Botanicals. The inclusion of adult-oriented sets reflects the growing popularity of LEGO among older consumers.
