South Africa’s number one local directory for parents.
About Us
Make Believe Co. began as a dream inspired by a love for sustainable, design-led, conscious toys. This dream took root in 2014, when our first son, Xavi, was born. As new parents, we found it challenging to find playthings in South Africa that matched our style and values. The local market was filled with mass-produced, uninspired toys that lacked the charm and sustainability we desired. Little did we know, this frustration would eventually blossom into something beautiful.
The arrival of our second son, Gray, in 2019 marked a turning point for us. His birth ignited a spark of determination, pushing us to take a leap of faith and turn our dream into reality. With backgrounds in Buying, Marketing, and Ecommerce, we felt equipped to curate an online store that brought stylish and sustainable must-haves to South Africa.
And so, Make Believe Co. was born—a beautifully curated online store offering a collection of toys from around the world, each piece selected with care and a commitment to quality. As a husband and wife duo, we combined our extensive experience in the online retail world to create a platform that reflects our passion and dedication. We are thinkers, starters, planners, list-makers, and all-round doers, driven by the joy of bringing exceptional toys to families like ours.
A proud moment for us was becoming the first stockist in the country for Little Dutch. This marked the beginning of our journey in offering exclusive brands that our customers have come to love and trust. Alongside Little Dutch, we are thrilled to stock an array of beloved and unique brands such as Olli Ella, Maileg, Kids Concept, Tiny Harlow, Minikane, and Great Pretenders. Each of these brands shares our commitment to quality, sustainability, and timeless design.
We also carry favourites from Tender Leaf, Djeco, Tiger Tribe, and Stephen Joseph—brands that have consistently delighted children and parents alike with their creativity and charm. These brands are known for their thoughtful designs and dedication to crafting toys that are both fun and educational.
At Make Believe Co., we believe in providing toys that are not only safe for our children but also protect Mother Earth. Our collection is designed to offer endless fun while promoting sustainable practices. From standing on toys to sourcing them, we have poured our hearts into creating a store that reflects our love for beautifully crafted playthings.
We hope you will love our collection as much as we do. Each toy is a testament to our journey, from the birth of our sons to the realisation of a long-held dream. Make Believe Co. is more than just a store; it is a celebration of family, creativity, and the magic of childhood.
