Tollyjoy, Singapore’s beloved baby care brand, closes after 55 years

SINGAPORE, 22 SEPTEMBER 2026 —

The company posted on 15 September that it will take its “final bow,” thanking generations of parents for their support. It added that customers can still purchase Tollyjoy items at special farewell prices through its retail partners.

Founded in 1971, Tollyjoy grew from a family‑run operation into a business that sold products under the Tollyjoy and Little Precious labels, including milk bottles, cleaning supplies and gifts. The brand was later led by second‑generation chief executive Tan Wee Keng, according to its social‑media announcement.

A 2018 Singapore Management University article reported that Tollyjoy employed about 200 staff and generated S$16 million in revenue for the 2016 financial year. The same source noted that the company’s product range had expanded to cover both baby and mother‑care items.

The post did not specify whether the Little Precious brand will also be discontinued. Vulcan Post has sought further comment from Tollyjoy but has not yet received a response.

While the winding‑down of Tollyjoy marks the end of a long‑standing local brand, it also reflects broader challenges faced by small and medium‑sized enterprises in the region, where shifting consumer preferences and intensified competition have pressured legacy manufacturers. Analysts at Singapore Management University have previously highlighted the need for such firms to innovate and diversify to sustain profitability.

The announcement underscores the emotional connection Tollyjoy built with Singapore families over five decades, a sentiment echoed in the company’s farewell message. As the brand prepares to close, remaining inventory will be sold at discounted rates, offering a final opportunity for loyal customers to own a piece of the company’s history.

Related: Tan Wee Keng · Singapore