Jakarta, January 21, 2025 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, visited and expressed her appreciation for the Warehouse Museum of Toys in West Jakarta on Tuesday, January 21, 2025.
During the visit, Deputy Minister of Creative Economy Irene observed the creative process at the Museum of Toys and engaged in discussions to gain deeper insights into this unique space, which has become a favorite among collectors of toy characters. Established in 2019, the Museum of Toys serves as a creative hub for local toy designers.
“The Museum of Toys highlights how local intellectual property (IP) can gain greater recognition. We need to foster local pride because artistic creations, such as sculptures or toys, can be designed with unique local characters that hold significant economic value,” said Deputy Minister of Creative Economy Irene.
She emphasized the need to demonstrate the economic value of intellectual property owned by creative industry players. Last year, the Ministry of Creative Economy initiated projects such as setting up a game corner at Terminal 3 of Soekarno-Hatta Airport and a reading corner at Taman Mini Indonesia Indah (TMII).
“The Museum of Toys' collection should be showcased in locations like Kota Tua, Jakarta. An integrated event calendar could also be created to ensure that activations and exhibitions are conducted in a coordinated manner. The creative industry sector thrives on new ideas, concepts, and innovation,” Deputy Minister of Creative Economy Irene added.
The Museum of Toys is a toy collection space featuring creations from local designers and artists in Indonesia. Artistic perspectives are translated into unique styles, influencing the works displayed. The museum is built upon three main pillars: creation, curation, and collection.
Deasy Varianti Sutanto, CEO of the Museum of Toys, highlighted the challenges in introducing local IPs in Indonesia and the need for government support to help creative industry players flourish.
"In Indonesia, introducing local IP can be quite challenging. We need the government's support to create freely. The brand movement of the Museum of Toys over the years has evolved from experience, museum, production, exhibition, and establishment, and we are now focusing on IP character-building. We have also collaborated with the governments of West Nusa Tenggara (NTB) and East Nusa Tenggara (NTT) to create mascots involving private banks. Moving forward, we are also preparing for animation development," said Deasy Varianti Sutanto.
During the visit, Deputy Minister of Creative Economy Irene was accompanied by Deputy for Cultural and Design Creativity, Yuke Sri Rahayu, Deputy for Media Creativity, Agustini Rahayu, Director for Digital Content, Yuana Rochma Astuti, and Acting Director for Visual and Performing Arts, Dadam Mahdar.
Kiagoos Irvan Faisal
Acting Head of Communications Bureau
Ministry of Creative Economy/Creative Economy Agency
