Eran Tor News Today

Eran Tor abandoned a stellar business career in the US to return home to be closer to his family and to do what he enjoys - like opening a chain of Lego stores in Israel.

Lego Israel franchisee: Sometimes we are cheaper than Amazon and sometimes we are more expensive.

The 3rd floor of Dizengoff Center is home to the first official LEGO store in the country.

The store, which will open in Dizengoff Center shopping mall before the summer, will come with a significant price cut on all Lego products.

The owner and CEO of TorGaming, who also brought Nintendo to Israel and served six years as CEO of the iDigital retail chain for Apple products, added that the upcoming Lego store in Tel Aviv has "an amazing and out of the ordinary location."

Danish toy maker says it hopes to offer previously unavailable products to all Israelis, cut the notoriously high prices of LEGO products carried by local Israeli retailers, and boost the franchise's staying power

LEGO stores are renowned in the US and around the world as boutique shops dedicated to selling the brand’s building sets and merchandise.

Eran Tor, who is known for opening iDigital and Nintendo stores in Israel, will help open Israeli stores of the widely-popular brand. “Prices will be accessible,” he promises

The store, opening in Tel Aviv before the summer, will come with a significant price-cut on all Lego products.