Tip Toey Joey
Tip Toey Joey is a Brazilian ecommerce brand founded in 2004 that designs and sells barefoot-design children's shoes for ages 0–7, organized by developmental stages, selling directly via its VTEX storefront and a wholesale reseller program to Brazilian parents.
- Company typePrivate
- Founded2004
- HeadquartersFranca, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tip Toey Joey does
Tip Toey Joey is a Brazilian direct-to-consumer footwear brand founded in 2004 by designer Scott McInerney, headquartered in Franca, São Paulo (a major Brazilian footwear manufacturing hub). The company designs and sells barefoot-design children's shoes for infants and young children aged 0–7 years, organized into three developmental collections: Nascer e Crescer (0–1 year), Andar e Equilibrar (1–3 years), and Correr e Brincar (3–7 years). The company operates as a private single legal entity (JOEY IND. E COMERCIO DE CALÇADOS EIRELI) with 84 employees and no institutional investors or parent company.
The company's product technology is built around five proprietary, trademarked design features: Stretch&Stay™ (elastic heel system to keep shoes on without constricting), FreeToGrow™ (wide toe-box for natural toe spread), ThinToFeel™ (zero-drop ultra-thin soles for sensory feedback), Flex&Grip™ (flexible anti-slip rubber outsoles), and BIOLÁTEX (plant-based insole material). Products include leather and canvas sneakers, high-tops, sandals, slippers, vegan options (Gaia Green), and accessories (socks with left/right foot differentiation, t-shirts, backpacks). Materials are REACH-compliant and vegan-certified where applicable.
Tip Toey Joey monetizes through a one-time-purchase retail model priced in Brazilian Reais (shoes R$199–R$379) via its own VTEX-powered e-commerce storefront (br.tiptoeyjoey.com), supplemented by a B2B wholesale program to specialty multi-brand retailers. Promotional tactics include first-purchase 10% discounts, volume discounts (up to 20% off for 4+ pairs), free shipping above R$400, and seasonal clearance (up to 30% off). Marketing is multi-channel and education-led, leveraging Instagram, Facebook, YouTube, email/newsletter, and SEO/content marketing around child developmental stages. Geographic footprint is confined to Brazil.
Tip Toey Joey firmographics
Firmographics- Name
- Tip Toey Joey
- Legal name
- JOEY IND. E COMERCIO DE CALÇADOS EIRELI
- Website
- https://br.tiptoeyjoey.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Tip Toey Joey is a Brazilian ecommerce brand founded in 2004 that designs and sells barefoot-design children's shoes for ages 0–7, organized by developmental stages, selling directly via its VTEX storefront and a wholesale reseller program to Brazilian parents.
- Ownership category
- akta.pro rank
Tip Toey Joey industry classification
Industry- Product category
- Children's Barefoot Footwear
- NAICS
- Shoe Retailers (45821), Footwear Manufacturing (3162)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Children’s & Baby Footwear Retail (CRAAADAF)
- akta.pro secondary industries
- Children’s & Baby Footwear (CRAAACAF), Children’s & Infant Footwear Manufacturing (IMAOAIAH), Underwear & Socks (Children) (CRAAAHAI)
Keywords
Where Tip Toey Joey is headquartered
LocationHeadquarters
- HQ city
- Franca
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Tip Toey Joey business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Retail Footwear Sales: Direct-to-consumer sales of children's barefoot shoes and accessories through the company's e-commerce platform. One-time purchase model with occasional promotional discounts. Product categories include sneakers, sandals, slippers, boots, socks, and t-shirts for children aged 0-7 years.
- Wholesale Distribution: B2B wholesale sales to multi-brand baby and children's retail stores through their commercial team. Interested resellers contact via email or WhatsApp to join the wholesale program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Children's barefoot shoes (sneakers, sandals, slippers, boots) |
| Unit Pricing | Pay-as-you-go | Barefoot socks (Dedinhos Livres line) |
| Unit Pricing | Pay-as-you-go | Children's t-shirts and accessories |
| Other | Pay-as-you-go | First purchase discount |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Tip Toey Joey product offering
Product offeringCore offering
Tip Toey Joey designs, manufactures, and sells barefoot-design children's shoes and complementary accessories (socks, t-shirts, backpacks) for infants and children aged 0-7 years. Products are organized into three developmental-stage collections (Nascer e Crescer 0-1 year, Andar e Equilibrar 1-3 years, Correr e Brincar 3-7 years) and integrate proprietary technologies (Stretch&Stay™, FreeToGrow™, ThinToFeel™, Flex&Grip™) that mimic barefoot conditions to support natural foot development. Sales occur primarily through a Brazilian direct-to-consumer e-commerce platform, with secondary B2B wholesale distribution to specialty baby/children's multi-brand retailers.
Product overview
Tip Toey Joey is a Brazilian children's footwear brand founded in 2004, operating exclusively as an e-commerce retailer. The company sells a portfolio of barefoot-design infant and children's shoes organized into three age-specific phases: Nascer e Crescer (0–1 year, sizes 14–17), Andar e Equilibrar (1–3 years, sizes 17–23), and Correr e Brincar (3–7 years, sizes 22–32). The core product design philosophy centers on five proprietary technologies: Stretch&Stay™ (heel elastic that keeps shoes on without slipping), FreeToGrow™ (wide toe-box allowing natural toe spread), ThinToFeel™ (zero-drop thin soles enabling ground sensory feedback), Flex&Grip™ (flexible rubber outsoles), and BIOLÁTEX (plant-based insole material). Products are organized into sub-brands including Originals (founding product family), Tiny (for newborns), Basics, and Outsiders. The product line spans leather and canvas uppers, vegan materials (e.g., Gaia Green), knit mesh sneakers, high-top sneakers, sandals, slippers, and boots. Complementary accessories include barefoot-design socks with left/right foot differentiation, children's t-shirts, and backpacks. The brand does not have its own physical retail stores, selling only through its Brazilian e-commerce platform br.tiptoeyjoey.com and through wholesale/multi-brand resellers.
Differentiator
Problem solved
Functional benefit
Products and services
- Nascer e Crescer Collection (0-1 year) Barefoot footwear collection for babies aged 0-1 year (sizes 14-17), designed with ultra-soft natural materials, Stretch&Stay™ heel elastic to prevent the shoe from slipping off, and a protective toe-box that does not interfere with sensory development. Targeted at parents of newborns and babies preparing for first shoes, baptism events, and crawling.
- Andar e Equilibrar Collection (1-3 years) Barefoot footwear collection for toddlers aged 1-3 years (sizes 17-23), featuring FreeToGrow™ wide toe-box design, ThinToFeel™ zero-drop thin soles, Flex&Grip™ rubber outsoles, and Stretch&Stay™ heel elastic for secure fit during first steps and balance development. Targeted at parents of toddlers learning to walk and seeking gait-supportive footwear.
- Correr e Brincar Collection (3-7 years) Barefoot footwear collection for children aged 3-7 years (sizes 22-32), offering FreeToGrow™ toe-box freedom, ThinToFeel™ sensory soles, and flexible outsoles that allow natural foot spread and retraction during active play on varied surfaces. Targeted at parents of active children engaged in running, jumping, school, and outdoor play.
- Gaia Green (vegan barefoot shoe) Vegan barefoot infant shoe (sizes 22-32, Correr e Brincar phase) made from 100% cotton canvas upper with cotton flannel lining, vegan EVA insole derived from sugarcane, rubber outsole, and adjustable velcro strap. Certified vegan with no animal-derived components, addressing parents seeking non-leather and sustainable options.
- Dedinhos Livres Barefoot Socks Barefoot-design children's socks with dedicated left/right foot construction, featuring elastane around the heel to prevent slipping. Composed of 72% certified ethically-produced Brazilian cotton, 25% polyamide, and 3% elastane. Available in 'Dedinhos Livres Smile' and 'Dedinhos Livres Love' variants. Priced from R$24.90 single to R$109.80 for the 5-pair kit.
- Children's T-Shirts (Camisetas) Children's t-shirts sold as complementary accessories, including 'Camiseta manga curta joey', 'Camiseta manga curta tucano', and 'Camiseta play wild' models, priced from R$99.90 to R$149.90. Targeted at parents seeking apparel aligned with the Tip Toey Joey brand.
- Backpacks and Accessories Backpacks and accessory items such as the 'Toucan backpack' sold as complements to the Tip Toey Joey footwear collection, priced from R$145.00. Targeted at parents extending purchases across multiple complementary children's products.
- Wholesale Reseller Program B2B wholesale program supplying Tip Toey Joey barefoot footwear to multi-brand baby and children's retail stores in Brazil. Interested resellers contact the company's commercial team via [email protected] or WhatsApp (16) 98111-9242 (Mon-Fri 8h-18h), or register through revenda.nuvemdajoey.com.br. Serves specialty retailers seeking differentiated assortment in the children's footwear category.
Quantifiable outcome
- REACH-compliant materials - European safety standard for chemical substances in consumer products
- +1 more outcomes
Companies that use Tip Toey Joey
Customer profileSegments1 record
Ideal customer profiles2 records
Tip Toey Joey technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Tip Toey Joey partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Tip Toey Joey competitors and assessment
Company assessmentDirect peers
- Pediped: US children's footwear brand with a podiatrist-developed flexible-shoe line spanning infant through grade school; directly comparable to Tip Toey Joey's 3-phase developmental model and natural-foot-development messaging.
- See Kai Run: US-based children's footwear brand offering flexible, foot-healthy shoes for infants and toddlers; competes head-to-head with Tip Toey Joey in the 'first steps' and early-walker segments with a similar developmental-stage marketing approach.
- Bobux: New Zealand-based pioneer of barefoot children's footwear; directly competes with Tip Toey Joey in the soft-sole / first-steps / natural-foot-development category with comparable proprietary technologies and a similar parent-education brand proposition.
- Robeez: Canadian soft-sole baby shoe brand widely credited with popularizing the category in North America; comparable to Tip Toey Joey in target demographic (0-2 years), material choices (leather), and barefoot design philosophy.
Regional players
- Bibi: Brazil's largest children's footwear manufacturer and brand, owned by Paquetá; serves as the dominant incumbent in Brazilian children's footwear that Tip Toey Joey competes against across department stores and specialty retail.
- Pampili: Brazilian children's footwear brand with deep retail distribution and a strong franchise/store presence; competes with Tip Toey Joey in the Brazilian girls' and boys' everyday-shoe segments across physical and digital channels.
- Klin: Established Brazilian children's footwear manufacturer with broad product range from infant to school-age; comparable to Tip Toey Joey in target demographic and Brazilian retail/wholesale distribution, though with a more conventional rather than barefoot-focused design philosophy.
Emerging players
- Soft Star Shoes: US handmade-leather barefoot footwear maker with a children's line; shares the barefoot/healthy-foot-development ethos, leather-craftsmanship positioning, and direct-to-consumer sales model with Tip Toey Joey.
- Ten Little: US-based DTC children's footwear brand emphasizing healthy development and inclusive sizing; relevant benchmark for Tip Toey Joey's e-commerce-first go-to-market and parent-education content strategy.
- Livie & Luca: US children's footwear brand focused on flexible, foot-healthy designs with playful aesthetics; overlaps with Tip Toey Joey in the barefoot-meets-fashion positioning and the 0-7 age band.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Tip Toey Joey social profiles
Digital presenceTip Toey Joey compliance and trust
Trust signalCompliance1 record
Tip Toey Joey financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tip Toey Joey leadership team
Management profileNumber of profiles
Profiles1 record
Tip Toey Joey funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tip Toey Joey 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 Tip Toey Joey
What does Tip Toey Joey do?
Tip Toey Joey designs, manufactures, and sells barefoot-design children's shoes and complementary accessories (socks, t-shirts, backpacks) for infants and children aged 0-7 years. Products are organized into three developmental-stage collections (Nascer e Crescer 0-1 year, Andar e Equilibrar 1-3 years, Correr e Brincar 3-7 years) and integrate proprietary technologies (Stretch&Stay™, FreeToGrow™, ThinToFeel™, Flex&Grip™) that mimic barefoot conditions to support natural foot development. Sales occur primarily through a Brazilian direct-to-consumer e-commerce platform, with secondary B2B wholesale distribution to specialty baby/children's multi-brand retailers.
Is Tip Toey Joey a public or private company?
Tip Toey Joey is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tip Toey Joey founded?
Tip Toey Joey was founded in 2004. It employs 51 to 100 people.
Where is Tip Toey Joey based?
Tip Toey Joey is headquartered in Franca, Brazil, in the Latin America region.
How does Tip Toey Joey make money?
Two revenue lines are on record. Retail Footwear Sales are the primary driver. The others are wholesale Distribution.
Who are Tip Toey Joey's main competitors?
Direct peers on record are Pediped, See Kai Run, Bobux and Robeez. Regional players are Bibi, Pampili and Klin. Emerging players are Soft Star Shoes, Ten Little and Livie & Luca.
Does Tip Toey Joey have an API?
No public API is recorded for Tip Toey Joey.
What industry is Tip Toey Joey in?
Tip Toey Joey's product category is Children's Barefoot Footwear. Its primary akta.pro industry code is CRAAADAF, Children’s & Baby Footwear Retail, with a secondary code of CRAAACAF, Children’s & Baby Footwear. Its NAICS code is 45821 and its SIC code is 5661.