Tip Toey Joey’s story began in 2004 with the arrival of Sofia, the newest member of the founders’ family — a pairing of an Australian dad and a Brazilian mum. When they couldn’t find shoes that were soft, comfortable, and gentle on her delicate feet, they decided to create their own.
At Happy Little Soles, we’re proud to bring you Tip Toey Joey — a brand born from love, family, and a dedication to healthy foot development.
The First Shoe - Dolly
The very first design was the Dolly, a ballerina shoe made especially for first walkers. With a wide toe box, a thin, flexible sole, and the brand’s signature elastic heel, it was revolutionary for its time — supporting little feet just as nature intended. The Dolly quickly became a customer favourite and remains one of Tip Toey Joey’s best-selling models today.
Milestones and Achievements
From a single shoe to a globally recognised barefoot brand, Tip Toey Joey has achieved:
- Export to over 30 countries
- Participation in international trade shows
- Certification for safe leather and sustainable practices
- Launch of a vegan line
- Global recognition for innovation in barefoot design
Barefoot Before It Was a Trend
Long before “barefoot” became a buzzword in children’s footwear, Tip Toey Joey was creating shoes that respected the natural anatomy of children’s feet. Every pair is designed to allow toes to spread, feet to flex, and little ones to feel the ground beneath them — from babyhood through early childhood.
What the Brand Stands For
- Respect for natural foot development — with wide, foot-shaped designs that allow toes to stay free, straight, and active
- Comfort, quality, and modern design
- Sustainability and ethical production
- Transparency and long-term partnerships
- Fair labour and complete quality control within its own factory
Tip Toey Joey stands out by combining authentic barefoot functionality with modern style, crafted from soft, breathable, high-quality materials under ethical conditions.
Sustainability Commitments
Sustainability is at the heart of every design:
- Certified, baby-safe leather and non-toxic materials
- Recycled materials and sustainable packaging
- Local, ethical manufacturing in Brazil
- Certification from Origem Sustentável for sustainable practices
- Compliance with REACH standards for safety, traceability, and environmental responsibility
Design Features for Growing Feet
Tip Toey Joey’s shoes are built around the natural anatomy of children’s feet. Each shoe supports natural movement and development with innovative features:
- FREETOGROW™ — Wide toe box to allow natural toe splay
- THINTOFEEL™ — Thin soles to encourage balance and proprioception
- STRETCH&STAY™ — Elastic heel for a secure fit without restriction
- FLEX&GRIP™ — Super-flexible soles that strengthen muscles and tendons
Adapting and Evolving
From educating parents about barefoot benefits to balancing local production with global quality standards, Tip Toey Joey has grown through clear communication, product innovation, and staying true to its barefoot philosophy. Over time, the brand has embraced sustainable materials, launched vegan and seasonal collections, and updated its styles while keeping its core values intact.
Looking Ahead
The future is bright for Tip Toey Joey. The brand plans to expand into more international markets, grow its digital presence, and continue creating innovative barefoot models.
The upcoming Spring/Summer 2026 collection is the most exciting yet — combining barefoot structure with fresh colours, playful details, and contemporary finishes.
At Happy Little Soles, we’re delighted to offer Tip Toey Joey shoes — designed to support healthy foot development, look beautiful, and last through every step of childhood.
