Built from 14 years of online toy retailing as Bargain Max, True Toys brings the expertise of an established specialist to a brand now designed around what modern families actually want.
An established online toy specialist has sharpened its proposition around trust, toy buying expertise and the belief that true value goes beyond the price.
True Toys launches today with a clear mission at its core; deliver true value to real families through the power of play.
Built from 14 years of online toy retailing as bargainmax.co.uk, True Toys brings the expertise of an established specialist to a brand now designed around what modern families actually want.
The launch of True Toys marks the start of a new era; meaningful strengthening of the business with a brand which is now a true reflection of the people behind the business and the products and brand partners it proudly sells online.
True Toys is a destination where affordability meets inspiration; where every family can access toys at honest prices and chosen by people who genuinely understand family life and the importance of play.
The business retains it toy expertise and buying relationships built over years and has significantly increased investment in brand, marketing and customer experience. The result is a sharper, more confident platform for the brands and suppliers it works with, and a clearer reason for parents to choose it first.
For brand partners and suppliers, that focus matters. Toys are not one category among many for True Toys; they are the whole business. With no physical stores to fill, the brand offers partners a dedicated route to reach parents directly, on the channels they already use every day.
True Toys is home to brands families know and trust, including Lego, Mattel, Hasbro, MGA and VTech, alongside a growing line-up of exclusive brands such as Buki and Tovla.
The launch is supported by a multi-channel brand marketing campaign, That’s So True, which celebrates the real, joyful and often chaotic truth of family life, and the genuine magic of play.
“It was time for us to move forward as a brand and start showing up in a way which was true to who we really are now.” said Alex Woolfstein, Commercial Director at True Toys. “So we’ve grown up – just a little. What changed for a lot of us was becoming parents ourselves. It shifts how you see everything. We understand behind every order is a birthday, a surprise, a milestone or a memory in the making. You realise it was never really about the price. It’s about knowing what to choose and feeling good about that choice.
“True Toys is built around that belief and this is how we will now show up for families every day and in everything we do.”
True Toys is now live at www.truetoys.co.uk.
