Mothercare invites parents to relive parenting milestones through interactive experience

Mothercare Indonesia has celebrated its 21st anniversary with an interactive brand experience in Jakarta, combining parenting-themed activities, product discovery and the launch of its own diaper line.

Dubbed “Mothercare museum of moments”, the activation ran until 18 October at Rama Atrium, Grand Indonesia East Mall. It invited parents to revisit milestones in their parenting journeys through interactive experiences, personalisation activities and products for mothers and children.

“For 21 years, Mothercare has accompanied so many families through different stages of their journey, from pregnancy to the various milestones in a child’s growth and development. For us, this anniversary is not just about celebrating Mothercare’s years in Indonesia, but also about celebrating every moment we have shared with families here,” said Noer Muthia Alivia, marketing manager at Mothercare Indonesia.

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The experience featured Patch Your Moments, which allowed parents to personalise selected children's fashion items with their choice of patches. Visitors could also stop by Mothercare Café for food and drinks, while Mothercare Memory Makers offered a free Photomatics photobooth, with photos available to decorate through Scribble Art Lab.

The anniversary activation also featured discounts of up to 21% on selected products, linking the brand's milestone to offers for its customers.

Alongside the experience, Mothercare Indonesia has launched Mothercare Diapers, expanding its product offering for parents and young children. The company said the new line focuses on quality, comfort and convenience for everyday use.

“We want this experience to feel personal, from playing with little ones and capturing moments to discovering products that can accompany families in their everyday lives,” Alivia added.

Mothercare Indonesia first entered the market in 2005 and has grown into a retailer serving maternity, baby and children's needs, including clothing for children up to eight years old. Its offering also includes international brands such as Bugaboo, Nuna and Hegen.

The company lists a network of 55 stores across 20 major Indonesian cities. Mothercare is part of Multitrend Indo, a retail company under Kanmo Group that operates licensed international brands alongside its own labels and distribution business. The group has also developed an omnichannel presence through eCommerce websites, third-party marketplaces and its retail network.

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