The First Years
The First Years is a 75-year-old TOMY International brand that designs, patents, and sells baby and toddler care products (feeding cups, tubs, potty trainers, high chairs, bottle warmers) to parents of children from birth to four years via DTC e-commerce, Walmart, and Amazon.
- Company typePrivate
- Founded-
- HeadquartersOak Brook, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The First Years does
The First Years is a privately held baby and toddler care product brand operated under TOMY International, Inc. The brand sells feeding cups, bath tubs, potty training systems, high chairs, booster seats, bottle warmers, and grooming accessories primarily to parents of children from birth to approximately four years. The portfolio spans four merchant categories (Bath, Feeding, Potty, Health and Grooming) and includes both general-purpose SKUs and character-licensed lines featuring Disney (Minnie Mouse, Mickey Mouse, Stitch, Spidey), Bluey, Nickelodeon (PAW Patrol), and Hasbro (Peppa Pig). Notable proprietary features include CoolCore double-walled stainless steel insulation, DropGuard shell and bumper protection, Squeeze & Sip valve-controlled straw training, Sip & See floating charm engagement, and antimicrobial silicone spouts, with granted US and Canadian utility patents covering core mechanisms such as the spill-proof straw cup, collapsible tub, ear thermometer, and food blender/steamer.
The company operates a direct-to-consumer e-commerce storefront at thefirstyears.com running on BigCommerce, supplemented by email-driven acquisition ($10 off first order of $30+) and a TFY Tips content marketing blog. Distribution extends through Walmart, Amazon, specialty baby retailers, and the parent TOMY.com storefront, with shipping limited to the contiguous US, Alaska, Hawaii, APO/FPO, Canada, Guam, Puerto Rico, and the Virgin Islands. Revenue is generated through one-time hardware sales at price points ranging from approximately $5 to $130, with free standard shipping offered on orders above $50. The brand employs 1-10 people and is operationally and legally consolidated within TOMY International, Inc., headquartered in Oak Brook, Illinois, with a separate returns warehouse in Dyersville, Iowa. The website was actively maintained but with ordering paused at the time of source capture due to system upgrades, and the brand markets itself around a 75-year heritage positioning.
The First Years firmographics
Firmographics- Name
- The First Years
- Legal name
- TOMY International, Inc.
- Website
- https://thefirstyears.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The First Years is a 75-year-old TOMY International brand that designs, patents, and sells baby and toddler care products (feeding cups, tubs, potty trainers, high chairs, bottle warmers) to parents of children from birth to four years via DTC e-commerce, Walmart, and Amazon.
- Ownership category
- akta.pro rank
The First Years industry classification
Industry- Product category
- Baby and Toddler Care Products
- NAICS
- Health and Personal Care Retailers (4561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Baby Bath & Cleansing (CRABAJAA)
Keywords
Where The First Years is headquartered
LocationHeadquarters
- HQ city
- Oak Brook
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The First Years business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Direct Product Sales: Revenue generated through direct e-commerce sales on thefirstyears.com and through retail store partnerships. Products include baby feeding cups, bath tubs, potty training products, high chairs, bottle warmers, and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Pricing |
| Unit Pricing | Pay-as-you-go | Free Shipping Threshold |
| Other | Pay-as-you-go | Email Sign-up Discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
The First Years product offering
Product offeringCore offering
The First Years designs, manufactures (via parent TOMY International), and sells branded baby and toddler care products across four consumer categories: bath (notably the Bather), newborn-to-toddler feeding, potty training, and health & grooming. The offering is a finished-goods consumer brand targeting parents and caregivers of infants and toddlers, distributed through the brand's own e-commerce site and third-party retail channels.
Product overview
The First Years is a TOMY International brand offering a comprehensive portfolio of baby and toddler care products across four main categories: Bath (tubs and bathers), Feeding (cups, mealtime items, boosters, and accessories), Potty Training (seats and training systems), and Health & Grooming. The product lineup includes trainer cups like the Squeeze & Sip® and CoolCore™ insulated bottles, bathing solutions such as the Sure Comfort® 4-in-1 and First Suds™ tubs, potty training products including the Super Pooper™ Plus and character-themed 2-in-1 potties, and feeding essentials like bottle warmers, booster seats, and the Happy Heights™ convertible high chair/toddler tower. Many products feature licensed character themes including Disney (Minnie Mouse), Bluey, Spidey, and Stitch. The brand emphasizes practical, easy-to-use designs that support parents from newborn through toddler stages.
Differentiator
Problem solved
Functional benefit
Products and services
- Bather
Companies that use The First Years
Customer profileSegments1 record
Ideal customer profiles1 record
The First Years technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The First Years partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, major and minor.
- TOMY InternationalcoreThe First Years is a brand owned and operated by TOMY International, Inc. TOMY manages the website, processes orders, handles customer service, and manages intellectual property. TOMY is headquartered in Oak Brook, Illinois.
- DisneymajorLicensing agreement for Disney properties including Minnie Mouse, Mickey Mouse, Stitch, Spidey and His Amazing Friends. Products include character-themed cups, booster seats, and potty training products.
- BlueymajorLicensing agreement for Bluey animated series characters. Products include sippy cups, water bottles, and booster seats featuring Bluey character designs.
- NickelodeonminorLicensing agreement for PAW Patrol characters and related Nickelodeon properties for use on baby and toddler products.
- HasbrominorLicensing agreement for Peppa Pig characters for use on toddler products.
- Lamaze InternationalminorNonprofit partnership supporting Lamaze International. The First Years contributes a portion of purchase proceeds to support Lamaze's mission of helping parents feel confident through pregnancy, birth and parenthood.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The First Years competitors and assessment
Company assessmentBroad incumbents
- NUK: NUK is a long-established brand of pacifiers, bottles, cups, and oral care products for infants. It is a broad incumbent in baby and child personal care, overlapping with The First Years on cups, pacifiers, and feeding accessories.
- Evenflo: Evenflo is a broad juvenile products incumbent covering feeding, high chairs, and baby gear. It is comparable to The First Years as a category-spanning baby brand sold through Walmart, Target, and Amazon, though it leans more toward car seats and gear.
- Fisher-Price: Fisher-Price (Mattel) is a global juvenile products incumbent that overlaps with The First Years on feeding, bath, and nursery products. While it spans a much wider age range and toy business, it competes on the same retail shelves.
- Chicco: Chicco is a global juvenile products brand (part of Artsana) offering high chairs, feeding items, bottles, and bath products. It competes broadly with The First Years, especially in the high chair and feeding categories.
- Philips Avent: Philips Avent is a large incumbent brand offering bottles, pacifiers, cups, and bottle warmers globally. It competes with The First Years across feeding and warming SKUs but is part of a much broader Philips personal health portfolio.
Direct peers
- Munchkin: Munchkin is a leading branded baby and toddler products company selling cups, bath items, potty training, and feeding accessories. It directly overlaps with The First Years across virtually every product category and competes in the same Walmart, Target, and Amazon shelves.
- Playtex Baby: Playtex Baby sells bottles, sippy cups, pacifiers, and feeding accessories. It is a direct peer in toddler drinkware and feeding, often competing head-to-head with The First Years in mass-market retail.
- Summer Infant: Summer Infant makes baby bath tubs, feeding products, high chairs, and nursery monitors. It directly overlaps with The First Years' bath and feeding categories and competes in the same mid-tier juvenile products segment.
- Tommee Tippee: Tommee Tippee sells bottles, sippy cups, potty training, and feeding accessories worldwide. It is a direct peer in toddler drinkware and feeding, often co-shelved with The First Years at major US retailers.
- Dr. Brown's: Dr. Brown's makes baby bottles, sippy cups, and toddler feeding products with patented internal vent technology. It is a direct competitor in the cup and feeding category where The First Years sells Squeeze & Sip, CoolCore, and Take & Toss lines.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
The First Years social profiles
Digital presenceThe First Years financial estimates
Financial estimateRevenue estimate
Valuation estimate
The First Years leadership team
Management profileNumber of profiles
Profiles1 record
The First Years funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The First Years M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The First Years
What does The First Years do?
The First Years designs, manufactures (via parent TOMY International), and sells branded baby and toddler care products across four consumer categories: bath (notably the Bather), newborn-to-toddler feeding, potty training, and health & grooming. The offering is a finished-goods consumer brand targeting parents and caregivers of infants and toddlers, distributed through the brand's own e-commerce site and third-party retail channels.
Is The First Years a public or private company?
The First Years is a private company. It is classified as corporate owned and is currently operating.
When was The First Years founded?
The First Years was founded in -1. It employs 1 to 10 people.
Where is The First Years based?
The First Years is headquartered in Oak Brook, United States, in the North America region.
How does The First Years make money?
One revenue line is on record: direct Product Sales.
Who are The First Years's main competitors?
Broad incumbents on record are NUK, Evenflo, Fisher-Price, Chicco and Philips Avent. Direct peers are Munchkin, Playtex Baby, Summer Infant, Tommee Tippee and Dr. Brown's.
Does The First Years have an API?
No public API is recorded for The First Years.
What industry is The First Years in?
The First Years's product category is Baby and Toddler Care Products. Its primary akta.pro industry code is CRABAJAA, Baby Bath & Cleansing. Its NAICS code is 4561 and its SIC code is 2840.