True Toys promises families a trust-led approach to online toy retail, offering toy expertise and a mantra that “true value goes beyond the price”
BargainMax.co.uk has today relaunched as True Toys, an online toy retail destination built around trust, years of toy buying expertise, and the belief that true value goes beyond the price.
Building on 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 the company saysmodern families actually want: toys at honest prices and chosen by people who genuinely understand family life and the importance 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”
The business retains the 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.
“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.”
The launch of True Toys marks the start of a new era for the company, a 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.
The retailer is home to a host of 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.
True Toys is now live at TrueToys.co.uk.
