A Mission To Celebrate Cultural Diversity Through Toys

The growing push for inclusivity of minorities and underrepresented communities has brought more diverse faces to TV and movies, fostering cultural awareness, understanding and acceptance in society. But there’s one important area that’s been left behind: children’s toys. Firetrucks still follow American designs, and London buses are popular, but the rich variety of cultures around the world are missing.

Imagine a generation growing up surrounded by Western media, with their own traditions and heritage fading away. This loss of cultural identity starts early on, as kids learn about the world through play.

That’s why The Masak-Masak Store was started – to celebrate cultures from around the world, starting with Singapore. To show kids the things they see and experience every day.

TMMS see toys as more than just playthings; they open the door to conversations between parents, teachers, and kids. Through stories and shared experiences, kids can feel proud of where they come from. An opportunity where every child can see themselves and their heritage celebrated.