Danish toy giant Lego has announced the official opening of its first stores in Israel. The first store will open in Tel-Aviv before the summer.

Israeli entrepreneur Eran Tor, owner and CEO of TorGaming, will launch Lego stores in Israel. Tor, who brought Nintendo to Israel and was CEO of the iDigital retail chain for Apple products for six years, said the Lego store in Tel Aviv had “an amazing and out-of-this-world location”.

Tor said: “Lego sees the Israeli market as an important and strategic target. There are customers here who are very fond of Lego and, at the end of the day, it’s an emotional connection. I don’t think I’ve ever experienced a another brand also loved. a lot.”

Israel’s Facebook page for Lego lovers was ecstatic today. “I cried a little bit when I read this. Finally,” one band member wrote.

Tor said: “There’s a huge community that grew up with Lego. Everyone grows up with Lego. This brand puts a smile on your face, not only because it’s a game, and it’s fun, but also the how the game is played teaches and develops the imagination, which has kinda gone missing in today’s digital world. The happiness I saw today is exactly what I felt, and I’m thrilled to be the messenger that does this here in the land.

The stores that will open in Israel will be identical to the stores abroad. There are 628 stores in the world, consistently planned and designed by Lego. We are fortunate to launch the new generation of digital and interactive stores that retain the basic charm of stores. In these stores, there will be teams of “builders” who will guide visitors through the shopping process and there will also be opportunities to play in the store.”

Tor is aware that Lego prices are high in Israel and customers are often looking to buy overseas. “In addition to the experience and service 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 for customers to buy the products. overseas. One of my explicit goals is to create a much more competitive and attractive price level. We are going to cause a revolution.”

Published by Globes, Israel business news – en.globes.co.il – on February 22, 2022.

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