Lego Will Open Its First Israeli Store In Dizengoff Center

Danish toy giant Lego has revealed that its first exclusively Lego store in Israel will open in Tel Aviv’s Dizengoff Center mall before the summer, Globes reports.

Last month, the toy company announced it will open its first Israeli store devoted to Lego in Tel Aviv.

After a month following an announcement to open its first store in Israel, Danish toy giant Lego has now revealed that the store will open in Tel Aviv’s Dizengoff Center before the arrival of summer, according to a prior report from Globes. 

The store will be located in Building A where six stores are currently being renovated and converted into one space totaling over 200 square meters. 

Lego products are currently available in Israel at local toy retailers, but their prices are among the highest in the world. By contrast, the Tel Aviv store will come with a significant price cut on all of its products. 

“We are thrilled to bring the Lego store experience to Israel and make the brand accessible to the Israeli public,” said Lego franchisee Eran Tor, CEO of TorGaming and founder of the iDigital store chain. Tor was also responsible for bringing Nintendo to Israel. 

“We believe that the store will act as another magnet for families, children and those crazy about Lego,” added Dizengoff Center co-owner and co-CEO Dan Pilz. 

The Tel Aviv store will become Lego’s 679th worldwide.