The Irreplaceable Figure
Lactogrow
Parents today are busier than ever, and playtime is increasingly left to toys. But no matter how many toys parents give, what children truly need is simply time together with parents. So we created a toy designed not for play, but to remind parents that they are the one thing no toy can replace.
Awards
Citra Pariwara 2025 / Bronze in Product Design, Limited Edition
Some fun? facts
Real tears were involved in the making of this (which put me in a bit of an awkward position in one of the shoots).
But as a non-parent, witnessing real parents tear up over scripts I wrote yet didn’t even fully relate to was a pretty priceless experience. It reminded me once again how powerful even a simple idea can be.
A little something more
Though it didn’t make it to the final cut, we initially wanted to create a unique way to introduce the idea, really reminding parents that their children don’t need more toys as presents, they simply need their presence.
(…that wordplay always gets me over-the-top reactions from people for some reason.)
