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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.