Tollyjoy’s 55-Year Journey From Factory to Regional Baby-Care Brand

Tollyjoy’s growth was a shift from making baby products in Singapore to managing a wider product range and regional business. That transition helped the family company adapt to manufacturing costs, but it also brought challenges—notably in Malaysia—long before Tollyjoy announced its 2026 wind-down. 2148

From a 100-worker factory to a broader brand

Tan Khung Ngee and his wife, Tan Hong Keow, founded Tollyjoy in Singapore in 1971. Its domestic manufacturing operation initially employed about 100 workers; over time, it became a regional mother-and-baby care brand selling hundreds of products. The company marketed goods under both the Tollyjoy and Little Precious names. 216

That range extended beyond feeding bottles to products for baby hygiene, clothing, bedding and mothers’ needs. In a 2016 interview, CEO Tan Wee Keng described quality, durability and value for money as priorities for the brand. The same account put its range at more than 250 products at the time—a historical figure, not necessarily its range at closure. 815

How production and regional expansion changed

As manufacturing in Singapore became more expensive, Tollyjoy shifted mass production to lower-cost outsourced suppliers. Wee Keng said the approach was intended to keep products affordable without sacrificing quality, while allowing the company to stop making items that did not sell well. Its growth also took it beyond Singapore, including into Malaysia. 142

The expansion was not uniformly smooth. After his father’s death, Wee Keng reluctantly took charge despite having hoped to study medicine. He later recalled a serious problem with Tollyjoy’s Malaysian business model: customers were leaving, revenue was falling and the operation was deeply in the red. He subsequently steadied the business and expanded its regional reach. 214

Why Tollyjoy announced a wind-down in 2026

In a Facebook post dated September 15, 2026, Tollyjoy said it was “winding down the brand” and would soon take its “final bow” after 55 years. Its website offered products at farewell prices while stocks lasted. 813

Wee Keng said the family business had considered its future and that the decision was not driven by financial considerations. The company did not disclose a more specific reason or a final closure date. As of its September 2026 update, Tollyjoy said its products were no longer sold in Singapore, although some remained available in Malaysia. The earlier difficulties in Malaysia are therefore part of its growth story, not an established explanation for the wind-down. 5614