Singapore’s kids-tech startup myFirst Tech Holdings Pte Ltd (myFirst) has appointed SGX Mainboard-listed Fu Yu Corporation Limited (Fu Yu) as its exclusive contract manufacturer to propel a major North American expansion of its kid-safe digital platform.

The two homegrown companies said in a statement on Thursday that they have signed a SGD 15 million ($11.1 million) contract for Fu Yu to commence mass production this month.

According to the statement, following a Pre-Series A funding round from Lynx Asia Partners and angel investors, myFirst is set to expand its presence in North America, increasing from 4,000 to over 20,000 locations, including major retailers like Walmart, Costco, and Best Buy.

With 46.6 million children under 12 in the United States, myFirst said it is well-positioned to meet the rising demand for kid-safe technology.

It is noted that the company, already operating in 40 countries, previously received investments from tech founders and executives from companies like PatSnap, Google, Rainforest, TNB Aura, and Zopim in 2022.

Meanwhile, as a manufacturer of high-precision plastic products, Fu Yu will provide a full suite of solutions to manufacture and assemble myFirst’s products.

The firm will scale up production, supported by its Smart Factory in Tuas which includes new production introduction and rapid prototyping capabilities, metal 3D printing, liquid silicone rubber injection moulding and high- precision tool fabrication.

Depending on myFirst’s requirements, component production can be manufactured across Fu Yu’s six facilities located across Singapore, Malaysia and China, providing a high level of interoperability and flexibility.

Fu Yu’s strategic geographical distribution also ensures a robust supply chain, facilitating efficient cross-border logistics and reducing turnaround times.

Prior to mass production of each of myFirst’s products, Fu Yu’s new product introduction (NPI) team will engage with myFirst to offer bespoke product design assistance, while optimizing the production process to allow for shorter time-to-market while improving quality and high production yield.

Both parties will also explore the use of bio-rated materials to manufacture certain components, further enhancing sustainability across the production line.

It is noted that myFirst’s first kids’ tech ecosystem, myFirst’s myFirst Circle app allows each child to build a unique digital community that is parentally secured to interactions with trusted family and close friends.

Through this kid-safe network, children can socialize and share experiences using myFirst’s products, such as watchphones, cameras, earbuds, 3D pens and headphones.

Parents will have classification capabilities and also be able to track a child’s whereabouts.

According to the statement, there is an increasing awareness among parents and educators about the importance of social media safety, as many children start to engage with such devices before the age of 5, while nearly one-in-five children under 12 have their own smartphone.

These technologies, while offering new learning and development opportunities, carry significant risks in terms of privacy, inappropriate content and safety.

MyFirst said the firm addresses this gap by offering a unique ecosystem of child-centric tech products that marries the physical interactivity of hardware with real-world technology tailored for children, offering a holistic experience that meets the demands of a parent’s educational goals and a child’s curiosity.

“myFirst is excited to partner with a fellow Singaporean homegrown company in our global expansion,

“Every time myFirst has expanded, we have faced a sudden surge in demand,” said G-Jay Yong, Co-founder and Chief Executive Officer of myFirst.

“We are globally available but the United States is a big market and this partnership has given us the backing to be able to cater to this demand surge,

“Parents in the US have been asking us when they could get onto our kids tech ecosystem as they’re very concerned about their kids' safety online and also in the real world, so now we can assure them we are ready,” he added.

David Seow, Group Chief Executive Officer and Executive Director of Fu Yu, said that the partnership underscores the firm’s ability to meet the high-precision demands for new devices and potential product ramp-ups.

“Over the past year, Fu Yu has been tirelessly evolving, developing new NPI capabilities to provide early-stage engagement and enhancing our capabilities with cutting-edge manufacturing techniques,” he said.

He also said the firm’s business transformation led to them being appointed as myFirst’s exclusive contract manufacturer, marking their inaugural venture into box- building manufacturing of Internet of Things (IoT) enabled smart devices.

“We are now well-poised to meet the advanced manufacturing requirements of our customers, and will continue to build upon our strong record and maintain a healthy project pipeline,” he added.

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