Firstly, we want to say a huge thank you to everyone who has supported the business to this day. We wouldn’t be where we are without the support of our amazing customers.

From today, we are now True Toys. If you’ve been with us a while when we were BargainMax, or if you are visiting for the first time, we hope you’re going to love who we are now.

It’s been a huge project in the making for a long time - you might say we’ve grown up, just a little!

Where it all started

We started as an online toy shop built around one thing: price. And we're proud of that. But over the years we learned a lot, with many of us becoming parents too and it really does change how you see everything.

One thing became very clear, value was never just about the price you pay. Particularly as parents now, you don’t just want cheap.

You want to know you’ve made the right choice - for your child, your budget, your moment. So we grew up. Just a little. We're still big kids at heart, and we still believe in a great toy at a fair price. But we wanted a brand that represents what we stand for: a place built from real experience, for real families.

Why "True"?

It's so much more than a name - it's four promises we hold ourselves to every day: Trust, earned, never claimed. Real, for real family life. Understanding, because we've been there too. Energy, because play is powerful. We exist for the real moments, real memories and the milestones that matter.

We want to become the go-to online toy destination, the place families turn to first, come back to always, and recommend without being asked. And let kids just be kids. A world where every family can access brilliant toys at honest prices, chosen by people who genuinely understand the magic and importance of play.

What you can expect from True Toys

The same amazing team who knows toys inside out. The same commitment to honest pricing and toys that deliver true value. We aim to keep raising the bar in everything we do.

So welcome to True Toys. Delivering the true value of play, for real families, every time.

We can’t wait to share so much more with you over the coming months, but for now, welcome to True Toys!

And that, That's so true.