Toy products made in Indonesia continue to show their strength in the global arena. The Ministry of Industry noted that the export value of the national toy industry reached USD 383 million during January-September 2022. This value increased 29.83% compared to the same period the previous year of USD 295 million. Director General of Small, Medium and Multifarious Industries (IKMA) of the Ministry of Industry Reni Yanita, said the main export destinations for Indonesian toys include the United States, Singapore, Britain, China and Germany. "The most exported types of toy products include dolls, stuffed toys and scaled-down 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 located in West Java, DKI Jakarta and East Java," said Reni last weekend. A large well-known toy manufacturing industry that has invested in Indonesia and contributed to absorbing a workforce of up to 9,000 people during the peak season is PT Mattel Indonesia.
This 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) with the Hot Wheels brand. "They also involve small and medium industries (IKM) in the production process," explained Reni. This company has been operating in Indonesia since 1992 and has a production capacity of 85 million fashion dolls and 120 million toy cars per year. Mattel has successfully exported children's toys made in Indonesia to Japan, Hong Kong, China, Australia, New Zealand, the United States, Canada, Brazil, the United Kingdom, France and Italy. The Ministry of Industry appreciates PT Mattel Indonesia for contributing more than 35% 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.
