Bolt Action is the name of Warlord Games 28mm WW2 range of models.
At £20 for 25 multipose plastic models, they are a good deal I think. The models are realistically scaled so they look small compared to GW (which are 'heroically' scaled), and the plastic isn't quite as soft and malleable as GW's but the quality is still good, the level of detail is acceptable and the variety in the box set is nice. All the models are multipose and come with separate weapons so you can equip them how you want.
Here are a couple of snaps of my test model.


Now I'm just waiting on my metal Russian infantry.
