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Abbie & Friends’ wonderful world of soft toys and books

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There are 900 types of toys and books here, making it a treasure trove for children and even adults.

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Free Malaysia Today
A cuddly soft toy can put a smile on anyone’s face, young or old. (Chan Chi Leong pic)

PETALING JAYA:
There are two things especially striking about the local toys and children’s books from Abbie & Friends Luxe.

Firstly, unlike most businesses that pivoted from a brick-and-mortar presence to an online one during the pandemic, Abbie & Friends Luxe did the reverse: they expanded the number of their physical stores.

Secondly, in this technology era where kids appear more interested in electronic gadgets, Abbie & Friends are proving that soft toys and physical books can bring them much joy.

Walking into their stores – they have three throughout the Klang Valley – you’ll be charmed by the rows of plush toys and new books on sale. Whether you’re a child or an adult, there’s something comforting about hugging a fluffy toy to your chest.

“Physical touch is definitely required because we are all humans,” said Chan Chi Leong, who founded the business with his wife, Michelle Lim in 2016.

According to Chan, they sell 900 types of soft toys and children’s books from the UK, Australia and Germany.

The two soft toy brands they carry are the popular Jellycat and Steiff. Incidentally, theirs is the largest collection in Malaysia.

The books they carry are from notable publishers such as Penguin Random House, Pan Macmillan, Usborne Books and Scholastic.

Free Malaysia Today
Chan Chi Leong founded Abbie & Friends Luxe with his wife, Michelle Lim, in 2016. (Muhaimin Marwan @ FMT Lifestyle)

The couple, who are parents to Abigail aged nine and Elizabeth, six, understand the need for safety when it comes to children’s toys.

“All of our products from the ink on the books to the fur material on our soft toys are tested with the European Safety Standard and are safe for children,” Chan, 41, said.

The couple’s foray into business began during a trip to Australia in 2016. “We visited a van with a display of Settler Bears soft toys at Victoria Market, and a beautiful books and soft toys store in Melbourne.”

Abigail’s reaction was particularly heartwarming. “She walked around, pulling down soft toys, obviously excited.”

It sparked an idea to sell good-quality soft toys in Malaysia. And they wasted no time in getting the ball rolling. Within the same week, they visited the Settler Bears distributor in Australia and brought cartons of toys back home.

That marked the beginning of their business, which they named after their daughter. They started an online presence and worked out of their home. In 2018, they opened their first physical store in Damansara Uptown and later relocated to 10 Boulevard, Petaling Jaya in 2020.

Having experienced an increase in sales during the pandemic, the couple decided it was an apt time to expand their physical presence.

In 2021, they opened their second outlet at 1 Utama Shopping Centre followed by a third at IOI City Mall in 2023. Chan also left his job as a IT business analyst in 2023 to focus on the business.

Free Malaysia Today
Create precious memories with your child by reading a book together. (Muhaimin Marwan @ FMT Lifestyle)

Just like any other business, Chan admitted that there are challenges aplenty.

“Our main channel is still online. We don’t have enough manpower to produce consistent content on social media. At the same time, we also need more exposure for our brick-and-mortar channels.”

Hence, the support from Persatuan Pembangunan Artisans has been timely. The NGO assists local artisans to increase their brand’s reach through its online platform, physical stores and pop-up events.

“They have linked us with banks for electronic direct mail (EDM) marketing and given us the opportunity to try out new locations in Starhill and Pavilion before we decide to open in these malls.”

For Chan, what keeps him going is the relationship he has with their loyal customers. “In the coming years, we hope to be a brand that stands beside our customers through thick and thin. Our business thrives because of this relationship and we hope to keep building on it.”

To adults reading this, he said: “I want to invite you to our stores so you can look at and touch our products. I hope that this can make you feel comforted and turn a bad day into a better day.”

Learn more about Abbie & Friends Luxe on its website, or follow them on Facebook and Instagram.

Read more PPA stories and get to know its artisans here.

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