Toy was a much liked chewing gum

Chewing gum

Chewing gum is a type of gum traditionally made of chicle, a natural latex product, or synthetic rubber known as polyisobutylene. For economical and quality reasons, many modern chewing gums use rubber instead of chicle...

 sold in Sweden.

History

Toy was created in 1934 by Marabou

Marabou (chocolate)

Marabou is a Swedish chocolate brand, which has been the most successful ever since it was launched in 1916. The distinctive brand was founded by the Norwegian chocolatier Johan Throne Holst who already had launched the same chocolate recipe in Norway under the name Freia with great...

. In the 1960s and 1970s the chewing gum was an enormously popular in both Sweden and Norway and 600 - 700 tonnes of chewing gum were sold every year. Production was later taken over by Malaco

Malaco

Malaco is a brand of confectionery products owned by Leaf, their products are sold in Norway, Iceland, Denmark and Finland as well as Sweden....

 who moved the manufacturing to Denmark. During the 1990s a few hundred tons of chewing gum per year was made, but in 1998 the production was discontinued due to increased competition, mainly from sugar free chewing gums. The launch of sugar free Toy failed. For the 70th anniversary in 2004 a special edition batch of 700 000 packs were sold for a short period of time.

Toy was sold in Sweden with the famous catchphrase Ta't lugnt, ta en Toy (=Take it easy, have a Toy). Another slogan used was Frisk i mun med Toy (=Fresh mouth with Toy).

Alice Babs starred in several advertising films with Toy singing: "Jag känns väl igen från kartongen/och kanske även på sången" (=I may be recognized from the pack / and maybe also for my singing).