Toy story

Ann Goh's love of playthings grows into a booming Simply Toys business with three outlets in major malls.

Published Thu, Mar 17, 2016 · 09:50 PM
Share this article.

TO a collector, toys are more than just playthings. Some local collectors have been adding to their private collection for decades resulting in a total worth exceeding S$10,000, while others, like Ann Goh, have turned their passion for childhood trinkets into a serious business.

The co-founder of Simply Toys started collecting "cutesy" toys about 15 years ago, after seeing how much fun her older brother had with his Star Wars collection. She recalls: "It seemed like an interesting hobby, so I wanted to try it for myself. I loved all things girly, so the initial toys I bought were from Disney and Strawberry Shortcake."

In 1999, the hobby progressed to a source of additional income. Ms Goh, 39, started selling toys such as Star Wars figures and McDonalds premium items at the Sunday flea market in Clarke Quay. Though she wasn't looking to re-sell…

BT is now on Telegram!

For daily updates on weekdays and specially selected content for the weekend. Subscribe to



Get the latest coverage and full access to all BT premium content.


Browse corporate subscription here