Our story began in 1937, when we were known as Empire Toy and Stationery. From a single office in Heriotdale, we sold toys, tennis balls, locks, and playing cards. A lot has changed since then — most notably, our evolution from toys to stationery and children’s books — but what’s remained constant is our entrepreneurial spirit, and the value we place on relationships and accountability above all.

We are proud to carry forward a three-generation family legacy while continuing to stay relevant in a rapidly changing world. In 1998, the business was acquired by Prima Toy and Leisure (a subsidiary of the Deneb Investments Limited Group), operating as a division until 2021, when we unbundled to become a stand-alone legal entity under the name Butterfly Products (Pty) Ltd.

A major milestone was reached in 2013 with the creation of our flagship Butterfly Pocket File, produced in our very own factory — a symbol of our innovation and dedication to local manufacturing.

Today, we are privileged to connect with millions of customers across South Africa. With over 3,000 active products sold in more than 2,000 stores (and growing), our reach and relevance continue to expand.

In 2022, we proudly launched our international company, Butterfly Group — a strategic step in taking our vision and values beyond borders. This global extension strengthens our ability to deliver innovative, quality stationery and lifestyle products to customers worldwide.