Cornerstones of the brand

Playful.It is taken for granted that a toy is playful. But how many toys remain fun over time? How many toys can entertain and intrigue a child from infancy to becoming a teenager? Not many. The reason is, children tire of toys that fail to keep challenging them intellectually. Thoughtful."More than just a toy" is often said about Maxamec. And it's very accurate. It's not just fun to play with Maxamec. It also encourages you to dream, fantasize, think, calculate, plan and interact – both with other children and with adults. Every playtime becomes an opportunity to learn. Tactful. We believe good play helps create good people. That is why we aspire to reach 90% of children everywhere. We want to offer as many children as possible an enriching alternative to the violence-ridden and pacifying computer games. We want to give all children a way to grow and de- velop into positive, harmonious and thinking adults. Also, the Trust annually donates 5% of its turnover to children in need.