As someone who works in education, mother-of-one Jasmine Ng, 39, understands the power of pretend play. So when his son, Tyler Lim, four, showed interest in miniature vehicles when he was two, she encouraged his new hobby.
"It started with his first set of Tomica vehicles," she says. Two-and-a-half years later, Lim has about 100 Tomica vehicles and 15 toys sets. When the family went to Tokyo earlier this year, Lim's parents took him to the Tomica store, to his delight.
But unlike adult collectors who keep their collections in glass cupboards or shelves, Ng says Lim's toys "are everywhere", because "he's not collecting, he's using them to learn."
The deputy head of international marketing for University of the West England Bristol says Lim likes contruction vehicles and he would tell stories about how the cement mixer is picking up sand, mixing it and then delivering it to the site where a building was being constructed.
"And he learns this all by himself. We have spent quite a bit (of money) for his collection, but we value the learning that comes from playing and how he is honing his creativity," Ng says.
A 2023 study in Frontiers In Psychology suggests that children’s levels of play and self-regulation are statistically significantly related, which means the better a child plays, the higher is his or her level of self-regulation. In 2024, Dr David F. Bjorklund called pretend play a “metaphoric multivitamin” that helps develop children's social skills and foster creativity. His study was published in the journal Neuroscience And Biobehavioural Reviews.
Ng and Lim were invited to attend Tomica's first brand store in South-East Asia inside Toys R Us in Suria KLCC. The store’s exterior is designed to resemble a large Tomica box while inside, the centerpiece is the Wheel Table, a display made of stacked wheels. It also features the Tomica Wall, which displays over 2,000 diecast miniature cars, the kidults area for adults with a playful spirit and the Recommended Corner for new releases.
Litt Tak Sdn Bhd executive director Tan Ee Chian says as official distributor, this new space helps connect the brand with fans and collectors. "It'a a dedicated platform to spotlight the brand’s extensive range, from timeless favourites to premium and limited edition models, creating a more immersive and engaging experience.”
Toys R Us (Malaysia) Sdn Bhd Carol Chua adds having the new area elevates the entire concept of the toy store, giving families, fans and collectors of all ages an inspiring destination.
Ng says Lim already has most of the toy sets sold in the new store, but "if there are new items he wants to expand his collection and continue developing his creativity, we'll get them," she says.
