As part of sustainable commitment in supporting child growth and development, also reducing stunting levels in Indonesia, Toys Kingdom with MilkLife continued the activities of Senyum Anak Negeri (Smile of the Children of the Nation) program. This program invited customers to donate used toys at all Toys Kingdom stores, and successfully collected over one ton of toys. Every toy donated was converted into one nutritious milk box for children aged 1–5 years. Besides, the toys collected were also recycled into educational tables and chairs, whose sales proceeds were used to procure medical equipment for posyandu (integrated health service post). In this distribution phase, over 40,000 milk boxes and various medical equipment were delivered to posyandu in Mbuit Village, West Manggarai Regency, East Nusa Tenggara.
Ellen Widodo, Marketing Communications General Manager of Toys Kingdom, said, “We believe every child has the right to access proper nutrition and an environment which supports their growth and development. Through the Senyum Anak Negeri program, we try to create long-term impacts by promoting community engagement and enhancing awareness about the importance of nutrition, health, and care for the environment. Collaboration with MilkLife reflects sharing spirit and working together, which we believe can promote sustainable positive change and become concrete action in reducing stunting levels in Indonesia.”
This commitment becomes more relevant in reducing stunting levels, especially in eastern Indonesia, which still faces challenges in fulfilling nutrition and basic health services. The Senyum Anak Negeri program aims to make a real contribution. With a collaborative approach that involves the community, posyandu staff, and local medical staff, this program is expected to become part of the solutions to create healthier and stronger generations. Besides focusing on nutrition distribution, this program also educates about the importance of healthy parenting and creating an environment that supports child growth and development holistically.
Didiet Fadriana Abdulkadir, Head of Business Unit Dairy and Beverages, stated, “We are so enthusiastic about becoming part of the Senyum Anak Negeri program, because this is in line with our commitment to providing quality, nutritious food for Indonesian children. We believe that nutrition fulfilment efforts must be done with proper education so that the community can feel the benefits comprehensively and sustainably. Through this collaboration, we hope to support the creation of healthier future generations ready to embrace challenges.”
As part of a further education effort, this program also provides an educational session titled “Early Stunting Prevention”, to give education to parents and babysitters about the importance of proper nutrition, good hygiene, and stimulation needed to support child development in their first 1,000 days of life. By involving local medical staff and posyandu staff, this session was designed to be easy to comprehend and can be applied in daily lives. Hopefully, through this session, the community will understand more about preventive actions that can be taken to ensure optimal child growth and development, and build the habit that supports children’s quality of life in the long term.
Kawan Lama Group, through business units and Yayasan Kawan Lama, actively undertake various sustainability programs as contributions to Indonesia, aligned with the vision to bring value for a better life.
