Exports Translucent 383 Million US Dollars, Ministry of Industry Calls Toy Products Made in Indonesia Attractive to the World

Director General of Small, Medium and Multifarious Industries (IKMA) Reni Yanita. (Photo: Doc. Ministry of Industry)

JAKARTA - The Ministry of Industry (Kemenperin) noted that the export value of the national toy industry reached US$383 million during January-September 2022, an increase of 29.83 percent compared to the same period the previous year, which amounted to US$295 million.

"Until now, the main export destination countries for Indonesian toys are the United States, Singapore, Britain, China, and Germany", said the Director General of Small, Medium, and Multifarious Industries (IKMA), Reni Yanita, in her remarks representing the Minister of Industry at the Line Expansion event. Production and Celebration of PT Mattel Indonesia's 30th Anniversary in Cikarang, West Java, Thursday, December 8.

The types of toy products that are most widely exported are dolls, stuffed toys, and reduced-model toys.

Until now, the number of large and medium-scale toy industries in Indonesia has reached 131 companies with a total workforce of 36 thousand people. Most of these industries are located in West Java, DKI Jakarta, and East Java.

"One of the big, well-known toy manufacturing industries that have invested in Indonesia and contributed to absorbing a workforce of up to 9,000 people during the peak season is PT Mattel Indonesia", said Reni.

The company from the United States has two factories in Indonesia, namely the east plant which produces Barbie dolls, and the west plant which produces toy cars (die-cast cars) under the Hot Wheels brand.

They are also known to involve small and medium industries (IKM) in the production process.

The company, which has been operating in Indonesia since 1992, also has a production capacity of 85 million fashion dolls and 120 million toy cars per year.

Mattel itself has succeeded in exporting children's toys made in Indonesia to Japan, Hong Kong, China, Australia, New Zealand, the United States, Canada, Brasilia, England, France, and Italy.

Therefore, the Ministry of Industry appreciates PT Mattel Indonesia, which contributes more than 35 percent of the total export value of toys from Indonesia to the world.

"This is in line with the Ministry of Industry's strategic steps which are currently spurring the development of a labor-intensive and export-oriented domestic industry", said Reni.

Going forward, PT Mattel plans to increase its investment by expanding the fashion doll factory.

"With this expansion, PT Mattel Indonesia is projected to create around 2,500 new jobs for Indonesian workers", added Reni.

On the same occasion, Vice President and General Manager of Mattel Indonesia, Roy Tandean said, through the expansion of manufacturing operations, Mattel will strengthen its long-term presence in Indonesia.

"Indonesia plays an important role in our global operations, as well as supporting our strategic transformation efforts to grow as an intellectual property-oriented toy company with strong performance. This expansion also strengthens Indonesia's role as a leading producer in the global toy industry", he concluded.

Previously, PT Mattel Indonesia received the INDI 4.0 Award in 2022 and was designated as the best performance of industry 4.0 transformation in the smart factory category.

The awarding of INDI 4.0 Award is expected to be a stimulus for companies to increase productivity, efficiency, and capacity through the transformation of industry 4.0 by utilizing key principles and technologies in industry 4.0.

Not only that, but the Ministry of Industry has also designated PT Mattel Indonesia as the National Lighthouse Industry 4.0 for pilots and references in the implementation of industry 4.0 in Indonesia.