LEGO Eilat: Second official branch opening tax-free

The following article was published originally in December 2022. We are sharing it now for your perusal, but take into account that the following information may be outdated. 

Following the success of the flagship branch, the LEGO Group in collaboration with its partner in Israel, the TOR Group, is opening a second official store in Israel. A year after the opening of the brand's official store in Tel Aviv, it is now arriving in the southern city of Eilat. The new store will open during March in the Big Center complex.

The new, second official store of the LEGO brand is scheduled to open in March 2023 at the Big Center complex in Eilat. It will span an area of 200 square meters and provide Israeli customers, LEGO enthusiasts of all ages, with a unique shopping experience.

The new official store will feature the widest range of products in Israel, a personal creation center, exclusive models, and will be designed under the new concept of "Retailtainment" with experiences and areas that will allow visitors to experience the world of LEGO gaming.

According to Eran Tor, CEO and owner of LEGO Israel and the TOR Group: "We are delighted by the love we received from LEGO fans, the builders of tomorrow, who have visited the store in Tel Aviv since its opening. It is clear that Israelis greatly enjoy the unique LEGO store experience. Our goal is to reach as many children and families as possible to bring smiles across Israel. I believe that the new store in Eilat will become a must-visit destination for families and children where they can enjoy both the best LEGO experience and the VAT-free advantage of the area. We expect to open this new store before the upcoming Passover holiday and to host fans while they enjoy the unique LEGO experience."

Madeline Edwards, Managing Director of the LEGO Turkey, Israel, Greece region, says: "The new LEGO store will offer visitors of all ages the opportunity to be inspired by endless gaming options and embark on an exciting discovery journey into the LEGO universe. We cannot wait to bring innovative experiences to LEGO enthusiasts of all ages in Eilat and become a destination for product launches, events, and a center for our LEGO fan community."

The second LEGO® store will open at the Big Eilat Center in March 2023. The official opening date and the festive opening event will be revealed soon on the brand's website.

The mission of the LEGO Group is to inspire and develop tomorrow's builders through the power of play. The LEGO® brick-based play system allows children and fans to build anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Christiansen, whose name derives from the Danish words LEg GOdt, meaning "play well". Today, the LEGO Group remains a family-owned company based in Billund. However, its products are sold in over 140 countries worldwide.