If you grew up in Singapore, chances are you’ve seen Tollyjoy products lying around the house at some point. The homegrown baby-care brand has been around since 1971, supplying generations of parents with everything from baby wipes to milk bottles. So naturally, there was a wave of sadness when news broke that Tollyjoy would be shuttering after 55 years.
Thankfully, parents still have other local baby care and kids’ brands to shop from. From feeding bottles designed by a Singaporean mum to bamboo PJs and locally-designed baby rompers, here are some homegrown brands parents can check out while supporting local.
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Parents in Singapore have probably seen Hegen’s products online, or clutched in the hands of babies without realising the brand is homegrown. Indeed, these distinctive squarish bottles were developed right here on the Little Red Dot in 2015 by mum-of-4 Yvon Bock, and have since gone global.
Hegen’s signature “squround” bottles – square bottles with rounded edges – are easier to grip for small hands. They also feature a convenient press-to-close, twist-to-open system instead of the traditional screw-on lid, reducing the fumbling with bottle lids, especially for those carrying a child in one arm.
These bottles are also built to withstand repeated sterilisation, giving parents extra peace of mind when it comes to keeping things safe and hygienic for their little ones. They can also be converted between feeding bottles, storage containers, and straw cups with the switch of a lid, so parents don’t have to ditch the bottle as their child grows up.
A 150ml feeding bottle is priced at $31, with the 240ml and 330ml versions priced at $33 and $36 respectively. For those who want a little personal touch to their bottles or have a gift in mind, Hegen by Me lets customers customise bottles and cups with names and adorable designs from $29.
Shop Hegen.
Image credit: BZU BZU Singapore via Facebook
With Tollyjoy’s closure, many parents may be on the hunt for an affordable replacement for their baby and kids’ toiletries. BZU BZU has got you covered, and their products won’t cost an arm and a leg.
With different ranges of products for ages 0 to 3 and 3 to 12, BZU BZU’s formulas are free from parabens, formaldehyde, and sulfates, among other ingredients that parents may prefer to avoid.
Its extensive baby range also includes washes, lotions, powders, travel toiletries, and more, all at a relatively affordable price point. A 200ml Head-to-Toe Baby Wash costs $6.90, while a larger 600ml bottle starts from $16.90. There’s even a Baby Toiletries Travel Kit ($6.90) for holidays, or for keeping a backup set at the grandparents’ place.
Shop BZU BZU.
Even if the name Baa Baa Sheepz doesn’t ring a bell, you’d probably have seen its iconic sheep print on kids around Singapore, or babies clutching tightly onto their chou chou featuring the same print. This local brand specialises in sleepwear and nursery essentials for babies and kids, with everything from PJs to bedding.
Its bamboo pieces typically use a 95% bamboo and 5% spandex blend, making them a cooling, lightweight option for kids, especially those who sweat buckets in Singapore’s weather. The sheep print pyjama sets for kids start at $36, and kids’ head pillows start from $53. Baa Baa Sheepz’s famous Bed-Time Buddy starts from $19 for a mini 10cm piece.
If the sheep print isn’t exciting enough, parents can also keep an eye out for character collaborations by the brand, including familiar faces like Snoopy.
What’s more, the brand’s apparel comes in adult sizes too, so even you can have a fun time twinning with your kids and keeping cool in the unique sheep print tops ($39).
Shop Baa Baa Sheepz.
Image credit: Sea Apple
Those who want their kids walking around stylishly might want to check out Sea Apple. The brand describes itself as a creative and sustainable clothing brand founded in Singapore, emphasising original prints, environmentally-friendly fabrics, and comfort.
Rather than slapping generic motifs onto clothes, Sea Apple builds its collections around original illustrations and whimsical worlds, and the result is clothing that looks like miniature wearable artwork, such as the Red Clover Mandarin Romper ($54.90) and Blue Floret Liberty Mandarin Romper ($74.90). You’ll also be able to find other baby products on the site, like skincare and books.
Granted, it’s one of the pricier options on this list, especially considering how fast kids outgrow their clothes. But the upside is that you don’t have to ditch the artsy brand once your kid’s baby stage ends, for it makes clothes for older kids as well.
If you prefer shopping IRL, you can also visit the Sea Apple Create Store at New Bahru. More than just a place to browse clothes, the outlet has a personalisation counter where kids and parents can have fun customising T-shirts, caps, soft toys, and name tags. Your creations are customised on the spot, so you can take them home immediately.
Shop Sea Apple.
Image credit: Beblum
Even your kid’s stroller and cot can be from a local brand. Established in 2016, Beblum tackles some of the bigger, more important purchases on a new parent’s shopping list – prams, car seats, mattresses, and the like.
Frequent travellers can consider its compact stroller range, which includes options with auto-fold mechanisms and integrated mosquito nets, like the Capri Stroller ($559) and Capri 2 Stroller ($599).
For parents with 2 kids, there’s also the Gemini Twin Stroller ($699), which seats 2 kiddos side by side while still being designed to fit through standard doorways. This could save you from having to manoeuvre 2 separate strollers whenever the whole family heads out.
For the nursery, the Starling Convertible Baby Cot Bundle starts at $599, with a matching mattress and bedding too.
Best of all, warranty repairs can be handled through an authorised service centre right here in Singapore.
Shop Beblum.
If dressing your Singaporean baby in a chicken rice-print romper sounds irresistibly cute, make a beeline for Le Petit Society. The homegrown label launched in 2013 carries clothing spanning babies to teenagers, alongside matching family outfits, swimwear, and accessories.
Its Singapore Series is where the fun is at, as you’ll find local icons like the chilli crab and dragon playground on tiny outfits. Our favourite is the Chicken Rice Baby Sleeveless Romper made from 100% cotton, currently priced at $20, down from its usual price of $29.
There’s even a minimalistic “Made in Singapore” Baby Romper ($20, U.P. $32) if you want your baby decked out in something patriotic. The design is one among many that comes in adult tee sizes as well, so you’ll be able to sport a family look.
Shop Le Petit Society.
Image credit: The Elly Store
The Elly Store has quite literally grown with its customers, starting out in 2010 with baby rompers, before expanding into clothing for toddlers and tweens. Today, its sizing stretches across babies to age 14, plus family wear.
Its original prints are hand-sketched and designed in-house, and the brand also carries collaboration pieces featuring familiar cartoon characters like Disney’s Mickey & Friends and Winnie the Pooh.
Beyond fills for the wardrobe, you can also pick up babies’ gifts, shoes, and even screen-free toys, which are handy for parents trying to keep their kids’ screen times low. And unlike some of the online-only stores, you can opt for physical shopping at One Holland Village, TANGS VivoCity, and selected Motherswork outlets.
Shop The Elly Store.
Mellow x NestBloom Newborn & Mom Nourishing Gift Set – Bunny Airscape.
Image credit: Mellow
For those racking their brains on what to bring to a baby shower, Mellow can do most of the thinking for you.
Its range covers everyday essentials such as bath toys and swaddles, but the curated gift sets are particularly useful for clueless gift-givers. Newborn sets are designed for babies aged 0 to 3 months and contain different practical goodies depending on your choice of gift set.
There’s also a selection of weaning gift sets, starting from $89.30, and comes with feeding essentials like silicone bibs, cups, and cutlery. And for those who want to give a gift that also appreciates the person who actually did all the hard work, there are newborn-and-mum bundles. The Mellow x NestBloom Newborn & Mom Nourishing Gift Set – Bunny Airscape ($240) is one example.
For the slightly older kids, there are also Ready For School gift sets inclusive of a schoolbag, socks, and more, priced from $153.
Shop Mellow.
Image credit: Maison Q
Few things are more creative and exciting to own than a reversible piece of clothing, which gives your child 2 outfits for the wardrobe space of 1. The idea of these Maison Q pieces is simple: flip the garment inside out, and there’s another design waiting on the other side.
Maison Q’s reversible baby onesies start from 6 months, with the Raining C&D Reversible Girl Onesie, made from 100% cotton, priced at $69 – it’s on the pricier end, but much easier to stomach when you think about how you get 2 looks out of it.
The 2-in-1 concept continues into clothes for older kiddos too, including reversible shirts and dresses, so siblings of different ages can get in matching fits.
Maison Q also makes gifting easy. You can build a baby or kids’ gift set, with items for the baby set inclusive of onesies, bibs, crocheted rattles, diaper bags, and other essentials. Or, pick up a ready-made gift set from $49 for a basic set of 2 items.
Shop Maison Q.
Seeing a familiar name like Tollyjoy bow out after 5 and a half decades is certainly bittersweet, especially for those who grew up with its products and later bought them for their own kids. But as these homegrown brands show, Singapore’s baby and kids’ scene is still going strong, so the next time you want to pick up some baby clothes or milk bottles, consider showing some love to our local brands.
Who knows, you might find a new family staple that sticks around for generations.
For more for your kids:
Cover image adapted from: Le Petit Society, Mellow
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