BEST Toys Store
The Making of Janie & Joe: A Toy Revolution
The year 2013 marked a pivotal moment for Kong Sue Foung, a determined mother of two. After fruitless visits to toy stores across Malaysia, she realised that the local market lacked fun, high-quality educational toys. “Back then, most toys were mainstream brands banking on popular characters. Educational value was scarce,” Sue Foung recalled. Driven by a desire for making available toys that could enhance children’s motor, literacy, and numerical skills, and armed with her expertise in law and finance, she boldly stepped into entrepreneurship.
That was how Janie & Joe was born—a toy store with a difference. Sue Foung embarked on worldwide journeys to toy fairs, scouting for exceptional brands lacking in Malaysia. She introduced the nation to favourites like Melissa & Doug, Learning Resources, Educational Insights, and Djeco. These toys weren’t just playthings; they were tools for growth, helping kids transition from home to school. She emphasised that, just as parents would nourish their children with healthy food, they should also nurture their mental and physical (or motor) development with quality toys.
When the enchanting toy haven, Janie & Joe, opened its doors in Bangsar Village, it quickly gained fame among parents and children. From mesmerizing rows of toys to positive reviews and gleeful faces in-store, Janie & Joe helped to transform childhood eras into unforgettable adventures.
Launching a business in 2013 was straightforward, but challenges cropped up. The introduction of GST in 2015 dampened sales, forcing Sue Foung to absorb much of the tax. Post-pandemic hurdles like shipping delays, currency fluctuations, and manufacturing disruptions tested her team’s resilience. Yet, Sue Foung’s commitment to excellence remains unwavering. “Our customers deserve the best, and we always treat them like family.”
Celebrating its 12th year, Janie & Joe now boasted an award-winning reputation, having clinched the coveted Toy Store award title year after year! Its revamped online platform has broadened its reach, bringing high-quality toys, puzzles, and STEM tools to homes nationwide.
Sue Foung is especially proud of STEM toys that prepare kids for a tech-driven future. “Early exposure to coding, logical thinking, and construction concepts sets children up for success. The new Numberblocks range teaches toddlers pre-school maths, you’re never too young to start learning. Always a believer of the fact that learning can and should be fun, her inspiring vision has cemented Janie & Joe’s status as pioneers in Malaysia’s toy industry.
