Mothercare marks diaper launch with MURI-record installation in Indonesia

Mothercare has entered Indonesia’s diaper market with the launch of mothercare Diapers, pairing the new product with a large-scale experiential installation that has secured a record from the Museum Rekor Dunia Indonesia (MURI).

The launch took place from 4-6 September 2026 at The Crystal, Senayan City, Jakarta, where the retailer showcased its installation.

At the centre of the activation was the mothercare Giant Diapers Truck, a giant replica of a disposable nappy measuring 300cm long, 100cm wide and 200cm high. The installation has been recognised by MURI under the record category ‘largest replica of disposable diaper packaging’.

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The concept took inspiration from a fire truck, positioning parents as ‘diaper heroes’ who help deal with the everyday accidents and challenges that come with caring for young children.

“For more than 20 years, mothercare has grown alongside mothers and families in Indonesia. The arrival of mothercare Diapers marks a new step for us in further meeting the everyday needs of little ones, particularly for products that are used every day and require parents’ trust,” said Kartika Tirta Putri, general manager of marketing at Multitrend Indo.

“Through the mothercare Giant Diapers Truck, we wanted to introduce mothercare Diapers to families in a way that feels closer and more enjoyable. We chose the fire truck as our inspiration to convey the message that every mother is a diaper hero for her little one. Mothercare Diapers is now here as a partner to help parents navigate these moments with 3-in-1 protection.”

The new mothercare Diapers are positioned around an ‘Ultimate 3 in 1 Protection’ proposition, combining antibacterial protection, SAP technology designed to absorb liquid and 360-degree leak protection.

The product is also designed to provide protection for up to 12 hours, maintain the skin’s pH balance and offer comfort for babies with sensitive skin.

Beyond the product showcase, the three-day activation was designed to turn the launch into a family experience. Visitors could use the mothercare photobooth and share their moments through social media.

The brand also ran a Guess the Diapers activity, where visitors used a mothercare Diapers Instagram Story frame to guess how many nappies were contained in the Giant Diapers Truck. Three winners received a one-year supply of the diapers.

A gacha game offered further prizes, including packs of mothercare Diapers, mothercare All We Know products, shopping vouchers and other rewards. The event was also supported by MoMaMi, Monster Jam and other partners.

The launch marks a new product category for mothercare Indonesia as the retailer looks to build on its more than two decades of presence in the country. Mothercare Indonesia currently operates 55 stores across 20 major Indonesian cities under Multitrend Indo, part of Kanmo Group.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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