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A modern kids store built by parents, for parents, stocking the world’s best toy brands carefully curated into meaningful collections that reflect your own sense of style and stage of parenting.

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The Launch of Make Believe Co.

Well, we can’t believe the big day has finally arrived and we’re going to press the go button on our big adventure. That’s really what this is for us… a huge leap of faith into the unknown with an idea that we think you’re going to love.

Who are the parents behind Make Believe Co?

We are a husband and wife duo and our two boys are the inspiration behind this family-run business. Make Believe Co. has been long in the making, but it did take our second little boy, Gray to be born in 2019 to turn this dream into a reality and create a beautifully curated online store that brings stylish musthaves to South Africa.

What were the drivers for setting up this business?

We have always loved design-led, functional, conscious toys for our boys. When our son was born in 2014, we just couldn’t find playthings in South Africa that reflected our style – modern and simplistic. We were on the hunt for toys that fitted into our contemporary living space. After all you know how kid’s toys tend to take up every corner of your home – it needed to fit in rather than stick out. Fast forward five years and we ready to share our curated collection with all our modern moms and dads. 

Why toys?

Our collection is made up of not just any toys – they are beautiful but practical and made to last without costing the earth.

We love the whole ethos that surrounds wooden toys, as it places value on buying products that will last years and can be passed down from generation to generation.

We believe strongly in the ‘Power of Play’ which promotes self-confidence, social and cognitive skills, resilience, and more.

Thanks for stopping by… and watch this space as we’re so excited to start this new journey and we’re here to help you discover toys that will spark your child’s imagination… and develop skills for a lifetime of success.

We’re a family owned business, selling premium quality toys from the most amazing brands, all sustainably sourced and ethically made from across the globe.

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