Lego, the largest Danish toy manufacturer in the world, has announced the official opening of Lego stores in Israel. The first store will open in Tel Aviv this summer, “in an amazing and unusual location,” entrepreneur Eran Tor, owner and CEO of Tor Gaming, who also brought Nintendo to Israel, told Tor Globes. Tor has already launched a wide range of international retail brands in Israel and served as CEO. To the Digital Islands store group for 6 years.
“Lego sees the Israeli market as an important and strategic destination,” said Tor. “There are customers here that Belgo really appreciates, in the end it’s an emotional connection. I have never encountered a brand that has so much love around it.”
Eran Tor / Photo: PR
Thor probably knows what he’s talking about. The Facebook groups of Lego lovers are stormy this morning (Tuesday). “I cried a little when I read this. Finally,” one of the groups read.
“There’s a huge community here that just grew, and everyone grew up on Lego,” Thor added. “This brand puts a smile on your face, not only because it’s a game, and it’s fun, but through this game you learn and develop your imagination, and today it’s a bit gone with the digital world. The joy I encounter today is exactly what we felt, and I’m excited to be the messenger who does the It’s here in the country.
“The stores that will be opened in Israel will be the same as the stores abroad. There are 628 stores around the world, planned and designed by Lego in a consistent manner. We are fortunate to be launching the new generation of digital and interactive stores that retain the basic charm of the stores. The stores will have teams of ‘builders’ who will accompany the visitors in the buying process, and it will also be possible to play in the store. ”
Lego Branch in New York / Photo: Shutterstock
Will compete for the Israeli buyer’s wallet
Tor is aware that the price levels in Israel for the brand are high and make consumers look for solutions abroad. “Apart from the experience we provide and the service, one of the things we want to do is make the products accessible to customers in Israel, and there is no reason for customers to buy the products abroad. “Definitely create a much more competitive and attractive price level. We will make a revolution here.”
Queue keeps a secret, meanwhile, of the location where the stores are expected to open. “We are not yet revealing where the first store will open, but we promise that this is not just the store itself, but also the area where it will open, and quite a few new events and products are expected.”
Lego is a family group that is not listed on any stock exchange in the world. It was founded in 1932 by Kirk Christiansen, and his successors still control the group. The Lego Group employs more than 20,000 people in 40 countries around the world.
Last December, Lego reported a net profit of almost $ 1 billion, as of the end of June 2021. This is an increase of more than 140% compared to last year. The success was credited to the Corona plague, as closures and restrictions around the world forced families forced to stay at home to purchase more and more Lego products.
In the last two years, Lego has spread in China – in the first half of 2021, the group launched more than 60 new branches around the world, 40 of them in China. The group operates 678 stores worldwide, as well as Lego.com, the digital online platform.