Playing activity holds an important role in a child's growth and development process. Beyond being a fun activity, it supports their mental and emotional development. Unfortunately, not all children in Indonesia have access to educational toys and balanced nutrition. On the other hand, based on Indonesian Health Survey 2023 from the Ministry of Health, the stunting level in Indonesia currently stands at 21.5 percent, categorized as moderate by WHO standards. At East Sumba, East Nusa Tenggara (NTT), data from Central Statistics Agency of NTT Province for 2023 recorded 2,677 children experiencing stunting, which is relatively high compared to the national average. This situation requires special attention on nutrition and access to educational resources that support children’s growth and development.
Aligned with Kawan Lama Group’s mission to bring value for a better life, at the end of 2024, Toys Kingdom launched the “Senyum Anak Negeri (National Children’s Smile)” program, inspired by the spirit of sharing joy and supporting children’s growth and development. This initiative takes place in Mbuit Village, NTT and is focused on children aged 1-5 years, a crucial period known as the golden age of development. Through this program, Toys Kingdom wants to create more smiles and help build a brighter future for Indonesian children.
Under the “Senyum Anak Negeri” program, Toys Kingdom cooperates with MilkLife, which is committed to supporting the government’s efforts to provide balanced nutrition and reduce stunting and malnutrition rates. This program aims to enhance children’s physical and cognitive development, create a healthier environment, and reduce stunting levels in Indonesia, particularly in areas like NTT.
A pediatrician from Mitra Keluarga Hospital, dr. Debora, Sp.A, explained that milk is one of the essential sources of protein for children's growth. According to her, vitamin and mineral components, especially calcium, can support their bones and teeth growth. "Stimulation through playing activities is also one of the best efforts in achieving optimal brain development. Therefore, the interaction between nutrition, stimulation, and the fulfillment of love within a physically and emotionally safe and healthy environment is key to helping children grow and develop healthily and happily.”
Balanced nutrition, particularly through milk rich in essential nutrients, plays a critical role in preventing growth and development issues in children. Understanding the importance of this need, collaboration between Toys Kingdom and MilkLife becomes highly relevant in ensuring that children, especially in Mbuit Village, receive the nutrition they need to grow healthy and happily.
Ellen Widodo, General Manager Marketing Communications of Toys Kingdom, said, “Through Senyum Anak Negeri program, Toys Kingdom proudly collaborates with MilkLife. We invite the customers to donate their used toys in the period that lasts until February 2025, where for one used toy donated will be given one MilkLife milk box, which will be delivered to 360 children in Mbuit Village. Moreover, the toys and milk cartons will be recycled into tables and chairs, making the benefits sustainable. Besides, we target milk giving three times a day for three months to children who are categorized malnutrition or stunting. We believe every child has the right to get enough nutrition and feel happiness, and through this collaboration, we hope to help children in Mbuit Village grow healthier and happier.”
A similar comment came from Soegiono, MilkLife's Marketing Director “We are so happy to be part of the Senyum Anak Negeri program together with Toys Kingdom. This collaboration is a real token of our care about stunting and malnutrition, which are still great challenges in Indonesia. By providing nutritious milk for children in Mbuit Village, we hope to help fulfill their nutrition needs and, at the same time, support their optimum growth and development process.”
Not just giving milk to help solve malnutrition and stunting problems, the “Senyum Anak Negeri” program also recycles used toys and milk cartons into furniture such as tables and chairs. The proceeds from selling the furniture will support Posyandu (integrated health service post) facilities in Mbuit Village, ensuring comprehensive benefits - supporting children’s growth and development, enhancing community healthcare services, and preserving the environment. This program goes beyond social activities by integrating sustainability and education aspects. Toys Kingdom and MilkLife aim to instill positive values such as the spirit of sharing, environmental care, and the importance of recycling from an early age. This approach was designed to create lasting awareness and good habits that contribute to raising a generation of healthier, happier, and environmentally conscious Indonesian children.
