Our Story
The Beginning
Tung Ling Industrial Co., Ltd was established in 1988 in Taiwan with the strong belief that we needed a superior brand through which to express the values of our company and products. It was a coincidence, then, when the Taiwan office received an order for custom bath toys, which eventually led to the inspiration behind our first brand. Our research indicated that a cute, yellow, newborn duckling appealed to people. Thus, in 1991 Tung Ling registered their trademark as a little yellow duck named Piyo Piyo, after the sound a duckling makes. This brand became the foundation for years to come.
Turning Point
By having its own brand, Piyo Piyo was targeting at people aged thirteen to twenty five. We provided a great variety of products including stuffed animals, backpacks, shoulder bags, utensils, and all sorts of daily living products. In addition, Piyo Piyo developed and released themed stationary products, eventually establishing our name and place in the market. However, in 1989, with the inflation of the NT Dollar and rising manufacturing costs, factories began to move out of Taiwan. Faced with rising prices and costs, Tung Ling sought a more stable market. In 1993, the company decided to alter their target audience, and Piyo Piyo became exclusively a line of baby products designed to be popular with both babies and their parents. Thus Piyo Piyo changed into what it is today, a unique brand of exclusive baby products.
Innovation
We believe that designing a product that breaks the mold, focusing on fashion, function, and safety, results in a product that expresses the spirit of our brand. Piyo Piyo baby products all have their own unique molds, researched and developed extensively by our teams of fashion designers and engineers, and we believe the quality of our products reassures consumers that we want what is best for them and their young ones.
The International Expansion
Tung Ling began to look for expansion routes as early as 2000, primarily interested in the Chinese market. We believed that Piyo Piyo could offer a localized and all-encompassing service to any market. In 2002, Tailing Co., Ltd. was established as a distributor and hub for Piyo Piyo in China. As Piyo Piyo became a famous brand in China, Shanghai Yangling Trading Co., Ltd. changed its name to Shanghai Piyopiyo Trading Co., Ltd in 2007. With the success in China, Tung Ling looked to the USA as their next market. America Tung Ling Corp. was established in 2010 in Los Angeles, with the mission to expand the Piyo Piyo brand. It is our goal to make Piyo Piyo into a global brand. For that reason we believe that expansion is necessary into other markets. Tung Ling has a global approach to business and is well-equipped to meet international standards and competition.
Our Goal
Over the next ten years, our goal is to expand our product line, cooperate with the animation industry, and overall improve our offerings to the children’s market. So far we have expanded into China, established a foothold in the USA, extended our product lines, and have the ability to establish ourselves in national and local markets. We strive to provide the best service and quality products for our customers, pushing to establish Piyo Piyo as a worldwide brand.
