Singapore baby care brand Tollyjoy to close after 55 years

Singapore baby care brand Tollyjoy is winding down after 55 years, bringing the curtain down on a homegrown name that has accompanied generations of parents through everything from first feeds and baths to first steps.

In a Facebook post, Tollyjoy said it will soon be taking its “final bow” and winding down the brand, describing the decision as a bittersweet moment after more than five decades in business.

“For 55 years, Tollyjoy has accompanied parents through the little moments that make parenting so special,” the brand said, reflecting on its place in family life and the milestones it has shared with parents over the years.

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As part of the wind-down, Tollyjoy is inviting customers to pick up its remaining products from retail partners at special farewell prices while stocks last. The brand did not provide further details on when operations will officially cease or what prompted the closure.

“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.

Founded in Singapore in 1971, Tollyjoy Baby Products manufactures and markets baby and mother care products under the Tollyjoy and Little Precious brands. Built around the tagline “for the baby you love”, Tollyjoy has positioned itself around the safety, durability and reliability of its products.

Reflecting on its departure, Tollyjoy said that while its products will no longer be on retail shelves, it hopes the memories associated with the brand will live on.

“Thank you for letting Tollyjoy be part of your story — and for being part of ours,” it said.

MARKETING-INTERACTIVE has reached out for more information. 

Tollyjoy's wind-down comes after another longstanding Singapore brand, Twelve Cupcakes, shut its doors last year. The bakery chain's closure drew criticism from the Food, Drinks and Allied Workers Union (FDAWU), which said it was only informed of the shutdown on the same day employees were told of the company's liquidation.

FDAWU said Twelve Cupcakes had failed to consult the union early or explore alternatives to support affected workers, describing the handling of the closure as irresponsible. The union also raised concerns over insufficient notice and uncertainty surrounding payments owed to employees, and called on the appointed liquidator to work with it to address workers' claims.

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