British toyco Hunter Price International has purchased online toy retailer BargainMax for an undisclosed amount to accelerate its brand expansion strategy across Europe. 

This acquisition comes in the wake of BargainMax having its most successful trading year to date in 2023, when it generated more than US$63.4 million in group sales (up 27% from the previous year). Hunter Price will leverage the online store’s growing e-commerce channels to increase the distribution of its portfolio of toys, lifestyle items, stationery and arts & crafts products, says co-CEO Josh Eden. 

Hunter Price is best known for manufacturing licensed consumer products such as PAW Patrol plush, Crayola imagipals figures, Barbie hair brushes and Peppa Pig hairpins. The company signed two new licensing deals in July, and will begin making stationery and accessories for an MGA Entertainment and Crayola-driven L.O.L. Surprise! collab, as well as developing products for Kellogg’s Pringles and Frosted Flakes food brands.  

In addition to stocking Hunter Price’s products, BargainMax will continue to sell Funko Pop! collectibles, LEGO construction sets, Barbie fashion dolls and NERF blasters on its platform.