Lego, the Danish toymaker consisting mainly of plastic interlocking bricks and popular with children, announced on Tuesday that it will open its first official store in Israel this year.
The company plans to open its first store dedicated to Legos in Tel Aviv “before the summer,” according to Globes. The store in Israel will come with a significant price-cut on all of its products. Lego products are currently available in Israel at local toy retailers, but the prices for these products are said to be some of the highest in the world.
The toy giant has appointed Israeli entrepreneur Eran Tor, owner, and CEO of TorGaming and founder of the iDigital store chain for Apple products, as regional chief of the company. Tor is responsible for bringing Nintendo to Israel.
“Lego sees the Israeli market as an important and strategic target. There are customers here that very much appreciate Lego and ultimately it is an emotional connection. I don’t think I’ve ever known any other brand that is loved so much,” Tor said.
“In addition to the experience and service that we will provide, one of the things we want to do is make the products more accessible to customers in Israel, and there is no reason that customers will buy the products abroad. One of my explicit aims is to create a much more competitive and attractive level of prices. We will bring about a revolution,” he added.
There are currently 628 Lego stores worldwide. The stores that will open in Israel will be identical to the stores abroad.