Shun Matsuzaka (main image), has called Malaysia home since 2017, drawn by the optimism its people have for the future.
Born in Tokyo in 1984, Matsuzaka recalled that Japan was in the midst of an economic boom – until the bubble burst a decade later.
“Since then, everything I saw in Japan felt quite stagnant, with little growth. And in advertising, the industry I chose, growth was also stagnant,” said Matsuzaka, who previously worked for McCann Tokyo as a digital creative director.
“I wanted more global experience. I spoke English and was seeking greater diversity and exposure in emerging markets. I had many opportunities to travel, speak and participate in juries across Southeast Asia, including Malaysia.
“I was pleasantly surprised that young people here are optimistic, hopeful for the future – just like the stories I heard from my dad.”
That was when he decided to move to Kuala Lumpur to start a new life with his company’s support. He went on to lead McCann Next, the regional extension of McCann Millennials, a voluntary group Matsuzaka founded in Japan to foster innovation among younger staff at the agency.
While he enjoyed his new role, things changed when Matsuzaka’s first child was born in 2017. Matsuzaka, who has mild dyslexia, started to worry that his children might also be dyslexic. That was when the idea of Toy8 came about.
“I wanted to understand if my child is different. I wanted to give my children better opportunities,” said Matsuzaka, who only found out about his dyslexia when he was 19.
“As a child, I found it hard to read as the letters would move and blur in front of my eyes. I had a strong desire to learn, but with the traditional academic system, I was usually at the bottom.
“After I was diagnosed, things changed. I understood my challenges, and finding the right strategies unlocked a world of possibilities for me. I graduated from university and had a successful career in advertising.”
Origins of Toy8
Matsuzaka said the first concept of Toy8 was to use a mall’s space to create a playground with artificial intelligence (AI) cameras and sensors.
“After two hours of play, we would provide insights into the child’s strengths and weaknesses – or their uniqueness,” he said.
“When 90 per cent of the construction was done, Covid hit. So, we started doing interviews to see if the product fit the market. That’s when we realised many parents in Malaysia were more worried about their child’s weaknesses than their talents. That surprised us. It’s a Japanese mindset to focus on strengths.”
While mulling his next move, he received a message from his parents in Tokyo, informing him that a letter from Tokyo City Hall had arrived, saying that his child was turning three, and it was time for a developmental screening.
“In Japan, children are required to go through developmental screening to identify potential medical or developmental issues early on,” explained Matsuzaka.
“That got me thinking about Malaysia. There is some form of developmental screening until they are 18 months. However, the early years – from birth to age six – are critical.
“This is when a child’s brain and body develop at an extraordinary rate. Early detection and intervention during this period can profoundly shape a child’s future.”
Next stage
With Covid-19 raging, Matsuzaka pivoted. He knew the physical space wouldn’t work, especially during lockdowns with families stuck at home.
He started researching Japanese and Western developmental screening techniques and realised they weren’t complicated.
“You just need to understand how to convey the process – how to identify picture cards, how to prompt or hint,” he said.
“We can conduct screening and intervention, so why not deliver it through a game on a smartphone?
“It’s a set of games that children would play, and while they are having fun, we can assess them without them getting scared or worried by a face-to-face meeting.”
Matsuzaka’s game sets are carefully curated, incorporating ideas from Japanese developmental psychologists, input from Universiti Malaya, and guidelines from the Health and Education Ministries to ensure compatibility.
He stressed that engaging children was important, and he worked with former Nintendo game director Yasuhiro Akama to develop over 3,000 game sets.
“With the game sets, teachers in schools can screen and carry out interventions, rather than parents having to go to the hospital or a specialist,” said Matsuzaka.
“It’s an equal opportunity for everyone. We can tailor educational programmes to each child – and it only takes ten minutes a day.”
Matsuzaka has also worked closely with consultant paediatrician and child-disability advocate Datuk Dr Amar-Singh HSS for the past two years. Together, they developed age-appropriate screening tests for children.
“I have been supporting them in developing the digital screening tool with a digital intervention programme. This is to overcome the delay in identifying these children and the lack of intervention services,” said Dr Amar.
“I have helped to validate the tool. It has been used in about 10,000 children. We started a pilot programme with the Sarawak government and it has been a success. It has also begun rollout in Singapore, Indonesia and other Asean countries.”
Success in Sarawak
Matsuzaka said Dr Amar helped get him in touch with the Sarawak Ministry of Women, Children, and Community Wellbeing, and in collaboration with the National Early Childhood Intervention Council (NECIC), the state has introduced digital developmental screening and intervention programmes that are transforming preschool environments.
“Last year, we did 301 screenings, and 30 received tailored interventions that helped reduce developmental delays within just six months,” said Matsuzaka.
“Following this success, the programme is set to expand to reach 450 children across more regions of Sarawak.
“The Sarawak government has been very proactive and hands-on. The educators and kindergarten operators under SeDidik and the Association of Kindergarten Operators Sarawak are now better equipped to include and support children with diverse developmental needs.”
Matsuzaka revealed that Sarawak’s One-Stop Early Intervention Centre (OSEIC) tries to help children with developmental delays, who get rejected by schools.
However, due to a lack of specialists, there is a waiting list of up to three years.
“Working together with Dr Amar and the National Early Childhood Intervention Council, we train the Sarawak teachers and give them a manual to follow,” he said.
“Last year, the list for OSEIC was 422 children. This year, we haven’t announced it yet, but we expect to bring that number down to 200. Our target is to have zero in the waiting list and a zero-rejection policy.”
He praised Sarawak Women, Children and Community Wellbeing Minister Datuk Seri Fatimah Abdullah for championing the cause.
“She makes decisions quickly and takes action to allow us to execute. I’m excited to see what we can do.”
From local innovation to Asean
Toy8 will present the Sarawak-based model as a regional policy proposal at the Asean Business Summit in Kuala Lumpur in October.
Backed by the Japanese government, Bill & Melinda Gates Foundation, the Walton Family Foundation, the Hong Leong Foundation, and The Nippon Foundation, Toy8 will introduce the Sarawak initiative as a case study under the Inclusive Education 2.0 framework.
The framework emphasises that promoting diversity is a collective responsibility, with no single right approach. To foster the most inclusive environment possible, university administrators, professional services personnel, faculty, and students must work together.
This marks an exceptional example of a local education and welfare innovation gaining traction at the regional policy level, drawing strong interest from both domestic and international institutions.
“We have asked Fatimah to attend the Summit to share her views and Sarawak’s success story,” said Matsuzaka.
“We feel Sarawak’s bold adoption of digital solutions in early childhood inclusion is positioning Malaysia as a leader in global education innovation.”
Learn more about Toy8.
