S’pore baby care brand Tollyjoy to wind down after 55 years

In a social media post, the brand thanked the families who “welcomed Tollyjoy” into their homes

After 55 years, home-grown baby- and mother-care company Tollyjoy is “winding down its brand,” the business said in a social media post on Sept 15.

Tollyjoy said it would soon be taking its “final bow,” calling it a bittersweet moment. It said it was deeply thankful for the trust and support that had carried it through more than five decades, and that it had been a privilege to grow alongside generations of families.

“To every parent and family who welcomed Tollyjoy into your homes, thank you for allowing us to accompany you on your parenting journey,” it added.

Customers can buy Tollyjoy products at special farewell prices at its retail partners, the brand said in its post.

Founded in 1971, the family business was later led by second-generation chief executive Tan Wee Keng.

A 2018 article published by Singapore Management University said the company had about 200 employees and generated S$16 million in annual revenue in 2016.

The company makes and sells products under the Tollyjoy and Little Precious brands, including milk bottles, baby-related cleaning products and gifts.

It is unclear whether the Little Precious brand will also be wound down.

Vulcan Post has reached out to Tollyjoy for further comment.

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Featured Image Credit: Little Woods via Facebook