Tollyjoy, the baby-care brand that stocked Singaporean nappy bags for over five decades, is shutting down. News of the closure, after 55 years in business, hit a nerve with locals who grew up with its wipes and milk bottles — and it has prompted a round-up of the homegrown brands now carrying the torch.
The standouts start with Hegen, founded in 2015 by mum-of-four Yvon Bock. Its squarish "squround" bottles — with a press-to-close, twist-to-open lid instead of a screw cap — have gone global, and convert from feeding bottle to storage container to straw cup with a lid swap. Bottles run from $31 (150ml) to $36 (330ml), with customisation from $29.
For everyday toiletries, BZU BZU is the budget pick positioning itself as Tollyjoy's natural successor: paraben- and sulfate-free washes and lotions split into 0-3 and 3-12 age ranges, with a 200ml Head-to-Toe Baby Wash at $6.90 and a $6.90 travel kit handy for holidays or a spare set at the grandparents'.
Baa Baa Sheepz is the one most visitors will have unknowingly seen — its sheep-print chou chou comforters are a Singapore childhood staple. The 95% bamboo sleepwear is a smart buy in the tropics; kids' PJs start at $36, with occasional collaborations like Snoopy, and adult sizes if you fancy matching your kid.
Design-led options include Sea Apple, whose illustrated, sustainable rompers ($54.90 upwards) can be browsed — and personalised on the spot — at its New Bahru store; Le Petit Society, whose Singapore Series puts chicken rice, chilli crab and dragon playgrounds on rompers from around $20; and The Elly Store, with hand-sketched prints, Disney and Winnie the Pooh collabs, and stockists at One Holland Village and TANGS VivoCity.
On the gear side, Beblum (founded 2016) sells strollers and cots with local warranty support — the compact Capri stroller is $559, the side-by-side Gemini twin stroller $699. Mellow handles gifting, with weaning sets from $89.30 and mum-plus-baby bundles up to $240, while Maison Q's reversible cotton onesies ($69) give two outfits in one garment, with ready-made gift sets from $49.
Why should a traveller care? If you're visiting Singapore with a new baby, or shopping for a baby shower back home, these brands make distinctive, practical souvenirs you won't find elsewhere — from chicken rice rompers to bamboo PJs built for humid weather. Several have physical stores at New Bahru, One Holland Village and VivoCity, so they slot neatly into a shopping day. Prices are in Singapore dollars, and most brands ship internationally if your suitcase is already full.
Story credit: The Smart Local
