MR. TOY “appoints” Chief Entertainment Officer (CEO) Launches ‘Quality Toys, Greater Joys’ initiative

MR. TOY “appoints” Chief Entertainment Officer (CEO) Launches ‘Quality Toys, Greater Joys’ initiative

KUALA LUMPUR, 20 JUNE 2023 –  MR TOY, Malaysia’s largest toy store chain, today announced the “appointment” of a Chief Entertainment Officer [CEO] to spearhead its “Quality Toys, Greater Joys” initiative. 

Six-year-old Sofia from Kuala Lumpur stars as the Chief Entertainment Officer in a new video series designed to showcase how children across Malaysia can enjoy the retailer’s wide range of toy products.  Sofia is joined in the series by supporting castmate Aiden, who is billed as “the little Big Boss”.  Five-year-old Aiden is also from Kuala Lumpur. 

Together, Sofia and Aiden enjoy a series of escapades that show Malaysian children how they can enjoy MR. TOY’s range of high-quality toys in a fun and safe way. Catch their escapades on MR. TOY Malaysia’s YouTube channel.

Announcing the casting of the two talented young stars,  MR D.I.Y. Group’s Head of Marketing, Alex Goh said, “The “Quality Toys, Greater Joys” initiative is aimed at helping more Malaysian children access good quality, affordable, enjoyable, and educational toys. At MR. TOY, we recognise that children learn best from other children, which is why we

“appointed” Sofia and Aiden into the newly-created positions of Chief Entertainment Officer and the Little Big Boss. Through their many adventures with our toys, we hope to bring joy to more children across Malaysia.”

MR. TOY has 54 stores across the country. As part of the MR D.I.Y. Group, some of the MR. TOY range is also carried at MR. D.I.Y. and MR. DOLLAR stores nationwide. 

Its range of more than 7,000 toys is certified by European Union Toy Safety Standards (EN71), which is an international standard that requires toys to be put through various rigorous tests including tension, flexure, pull, impact, drop, flammability, metal detection, and other product-related tests.  These stringent tests, coupled with MR TOY’s promise of “Always Low Prices, Always Fun”, ensures Malaysian parents and children have worry-free access to fun and affordable toys.

MR. TOY’s newly-appointed Chief Entertainment Officer, Sofia, said, “I am six years old and I’ve played with toys for six years.  I guess you could say I am an expert.  I love MR TOY’s toys as they are tough — it doesn’t matter if I drop them, throw them around, or even pull at them. I also love the fact that they are fun — I can spend hours playing with them and never get bored. Watch Aiden and I on Youtube; you’ll see just what I mean!”

MR. TOY carries a diverse range of toys across nine categories — Vehicles & Remote Control; Pretend Play & Costumes; Craft & Activities; Sports & Outdoor Play; Action & Adventure; Building Sets & Blocks; Learning, Fun & Games; Party Supplies; and Infant & Dolls – all aimed at delivering on its promise of being  ‘Always Low Prices, Always Fun’.  It recently launched a new range of Disney-themed merchandise, including toys, water bottles, and lunch boxes, that have been particularly popular with Malaysian children. 

For more information and update on MR. TOY,  visit its website,, or social media platforms Facebook and Instagram. Customers can also buy MR. TOY products online at


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