Singapore homegrown baby-care brand Tollyjoy is winding down after 55 years, bringing an end to a name that has been part of generations of families and parenting milestones.
Founded in Singapore in 1971, Tollyjoy grew into a familiar name in baby and mother care, with products including feeding bottles, baby-related cleaning products, pillows and gifts. The company also markets products under the Little Precious brand.
Tollyjoy announced the decision in a social media post on Sept. 15, describing the closure as a “bittersweet moment” and thanking families who had trusted the brand over more than five decades.
The company said the decision to cease operations was not driven by financial considerations. Chief executive Tan Wee Keng said the family business had carefully considered its future and how it wanted to focus its time and resources before deciding that it was time to conclude operations.
Tollyjoy has not announced a specific date for the end of its operations. It said it is working through an orderly closure, including looking after employees and managing its remaining stock. Its products are no longer being sold in Singapore, although some products remain available in Malaysia.
For customers hoping to get some of the brand’s products before they disappear, Tollyjoy has offered farewell prices through its retail partners while stocks last. Earlier reports said its products had been available through supermarkets and specialist baby retailers.
The company was still a substantial family business in its earlier years. A Singapore Management University profile published in 2018 said Tollyjoy had about 200 employees and recorded S$16 million in annual revenue in 2016. Tan, the second-generation chief executive, took over the business in the early 2000s and helped expand its presence in Asia.
It remains unclear whether the Little Precious brand will also be wound down.
After more than half a century, Tollyjoy’s closure marks the disappearance of another long-established Singapore name from the local retail landscape — leaving many parents who grew up with its products wondering what will become of the brand’s final chapter.
