Renewed commitment to support children’s development through play-based learning
SINGAPORE, 4 JANUARY 2025 – SP Group (SP) has reaffirmed its multi-year support of children benefitting from KidSTART Singapore’s programmes, with an additional S$1.1m donation this year. As a pioneer Growing Together with KidSTART initiative partner, SP has contributed a total of S$3.2 million since 2021. With this new commitment, SP’s total support will reach S$4.3 million. This longstanding collaboration will continue to empower KidSTART families as KidSTART Singapore completes its nationwide expansion by 2025.
This was announced today at the launch of PowerUP Playtime by KidSTART and SP Group, officiated by Mr Masagos Zulkifli, Minister for Social and Family Development, with KidSTART families at Southside@Sentosa. At the launch, SP presented a cheque for this latest contribution to Community Chest in support of KidSTART. PowerUP Playtime integrates a play-based home learning resource kit alongside storytelling and interactive workshops to help parents foster joy in learning for children 0-6 years old. The initiative aims to foster meaningful interactions between parent and child, and amongst siblings.
PowerUP Playtime will benefit all KidSTART children enrolled in 2025. Its centrepiece, the PlayFULL Pack, is a learning kit specially curated by KidSTART. The Pack consists of sensory books, imaginative toys, and craft materials, to support the cognitive, language, and motor skills development of children aged 0 to 6 years old.
By enhancing parental confidence as a child’s first teachers, KidSTART families will be equipped to nurture their children’s growth and development at home. By encouraging creativity, curiosity, and play, PowerUP Playtime aims to support children’s holistic development while fuelling their imagination and skills-building.
At today’s launch event, more than 1,200 KidSTART children and their families received their PlayFULL packs, while enjoying enriching activities including play-based workshops, imaginative storytelling and creative crafts, complete with a picnic dinner and an outdoor movie screening under the stars.
SP’s support over the years has enabled more than 6,000 KidSTART families to access essential resources for holistic early childhood development, coupled with unique family bonding experiences. This sustained commitment has evolved from addressing fundamental needs and bridging learning challenges during the pandemic to supporting children in meeting their developmental milestones. Past initiatives include the provision of IT resources during the pandemic, supporting immersive theatre productions such as KidSTART Sea Adventures, and launching KidSTART Stories to equip families with home libraries to cultivate early literacy and good reading habits. Last year’s Green Adventures taught families about sustainability and care for the environment through outdoor learning journeys.
With support from partners like SP Group to complement the work of KidSTART practitioners, KidSTART has achieved notable outcomes, with 3 in 4 KidSTART children meeting age-appropriate developmental milestones, 85 per cent of parents demonstrating an understanding of their child’s growth and learning, as well as 94 per cent of children aged 3 to 6 being enrolled in preschool, reflecting the success in ensuring early and sustained engagement in education[1].
Group CEO of SP Group, Mr Stanley Huang, said, “Having journeyed with KidSTART Singapore for several years, we have seen the expansion of programmes and growth of outreach to more children and families across the nation. The sustained impact of these programmes is evident as families acquire important foundational learning skills, enjoy quality interaction and bonding, and adopt positive lifestyle habits such as sustainability. By focusing on pivotal and well researched early childhood development areas, we help to shape the next generation of resilient and well-adjusted individuals with future-ready mindsets and capabilities.”
Mr Joel Tan, CEO of KidSTART Singapore, added, “Partners like SP Group are instrumental in enabling KidSTART to create new and impactful initiatives that support KidSTART children. While practitioners impart important child development knowledge in a one-to-one setting in the homes of families, tools like the PlayFULL pack and experiences like theatre performances and outdoor learning journeys allow families to learn while enjoying fun and new experiences. It takes a village to raise a child, and we are grateful for the longstanding partnership with SP Group, and their commitment to level the playing field for children and have a good start in life. I believe that PowerUP Playtime will benefit and encourage meaningful parent-child interactions for our KidSTART families and support their children’s development through meaningful play.”
KidSTART parent Mdm Fatimah, whose children are aged 3 and 5, shared, “My children were so excited when we were presented with the PlayFULL Pack. It was like a colourful box filled with various toys and materials for them. Despite the difference in my children’s ages, I can use the same items to engage my children differently. This saves me the trouble of always having to buy new toys! The event this evening was also an enjoyable time for our family to bond!”
KidSTART parent Elizaberth, with children aged 2 and 5, shared, “My children have benefitted greatly from past KidSTART programmes including KidSTART Stories, where my daughters developed their love for reading. They were also grateful for the vouchers received during Children’s Day. I was therefore excited to receive the PlayFULL Pack and guide to continue our learning together. It reminded me that play for children is not just about playing with toys — it is also about allowing my children to learn new things. I used music and actions to engage and teach my daughter about different types of animals, with the sensory book in the pack. Now, my daughter can better identify animals and the sounds that they make. We have so much fun together too.”
[1] Source: KidSTART Singapore Ltd’s Annual Report for Financial Year 2023