CHALET TOYS AS A CREATIVE DA’WAH AND SOLUTION

TO THE CHALLENGES FACED BY CONTEMPORARY

MUSLIM PARENTS

A Thesis

Submitted for partial fulfillment for the Bachelor degree on Islamic Studies in
Islamic Online University

Submitted by

Shinta Ayu Pertiwi, S.IP

(ST10033602)

Bachelor of Arts in Islamic Studies (BAIS)

Islamic Online University

2018

1
 COPYRIGHT PAGE

Duplication Permission

As the copyright holder of this work I, Shinta Ayu Pertiwi, S.IP, authorized
duplication of this work, in whole or in part, for educational or scholarly purposes
only with proper referencing and acknowledgement.

Copyright

by

Shinta Ayu Pertiwi, S.IP

2018

ii
 ABSTRACT

The advancement of time accompanied by the improvement of the advanced

information and technology. Accordingly, the behavior and human mindset are
changes with the development of the era. Now here we are in the digital age where
information is hard to stem even the space and time constraints are no longer an
obstacle to the movement of information.

Children who are still vulnerable and have not been able to differentiate between
good and bad then will be very weak against the rushing flow of information and
technology. Some children are even eroded and drifting in the currents resulting from
the wrong parenting of the parents themselves.

An attempt made by a BAIS student (and also a mother) through Chalet Toys to
prevent and divert Muslim children from the current swift stream seems to be a rope
stretched out on someone inhaled by a quicksand. An effort that was pioneered and
run step by step on the basis of the Islamic da'wah to save the next generation will be
the object of research in this thesis. We will see the extent to which efforts are made
and what are the strengths and weaknesses of these efforts. In the beginning we will
also reveal what are the challenges faced by contemporary Muslim parents as a
problem that will be addressed by Chalet Toys.

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 ACKNOWLEDGEMENTS

I would like to express my sincere gratitude firstly and foremost to Allah Subhanahu
wa Ta’ala before to my parents Bapak Ir. Chandra Wirawan and Ibu Sri Winiarty and
my mother in law Ibu Zuraida who always give me endless support, love and prayers.
My next gratitude is for my beloved husband Irfan Hadi and my son M. Fazlie-Mawla
G. Hadi who always support, comfort and encouraging me through my study with
their endless love.
I would like to thank Sir Yusuf Gassiep as my thesis supervisor and also to all my
lecturers and my student colleague. I also would thank Islamic Online University as a
whole; from here my true journey of seeking knowledge began. Lastly I would like to
thank those people who involved in Chalet Toys and Chalet Parenting and also to
those people in my life that I cannot mentioned all of you one by one, you already
know how important you are in my life and in my journey of seeking knowledge.
May Allah bless and rewards all of you with the best rewards and in shaa Allah will
gather us in Jannah. Aameen.

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 TABLE OF CONTENTS

Page

Copyright Page………………………………………………………………….. ii

ABSTRACT…………………………………………………………………….. iii

ACKNOWLEDGEMENTS……………………………………………………… iv

LIST OF FIGURES AND TABLES…………………………………………….. vii

CHAPTER

I. INTRODUCTION………………………………………………………. 1
I.1. Background…………………………………………………………. 2
I.2. Significance of the Study…………………………………………… 2
I.3. Objective of the Study……………………………………………… 2
I.4. Research Questions…………………………………………………. 2
I.5. Operational Definitions……………………………………………... 3
II. LITERATURE REVIEW……………………………………………….. 4
II.1. Challenges Faced by Contemporary Muslim Parents……………... 4
II.2. What to Do to Overcome the Challenges………………………….. 8
II.3. Why Should We Need Creative Da’wah…………………………... 11
II.4. How Can Chalet Toys Contribute to Creative Da’wah Methods….. 12
Chalet Toys background and history…………………………….. 12
Chalet Toys concept and methods in doing the da’wah…………. 12
III. METHODOLOGY……………………………………………………….. 14
III.1. Research Design……………………………………………………. 14
III.2. Sources of Data…………………………………………………….. 14
IV. ANALYSIS AND DISCUSSION………………………………………… 15
IV.1. The Challenges……………………………………………………… 15
IV.2. How Chalet Toys Products Offer Solution for
Contemporary Muslim Parents……………………………………. 16

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 Page

Chalet Toys education tools……………………………………... 17

A. “Aktivitas Ramadanku” (My Ramadan Activity)…………… 17
B. “Kalender Harianku” (My Daily Calendar)…………………. 19
Chalet Toys education games……………………………………. 20
A. “Perjalanan Hajiku” (My Hajj Journey)……………………… 20
B. “Musafir Dunia” (The World Traveller)……………………… 22
C. “Kotaku” (My Islamic City)…………………………………. 24

IV.3. Chalet Toys’ Creative Da’wah Methods in Other Activities…….... 26

A. Community: Chalet Parenting………………………………… 26
B. Marketing and Promotion…………………………………….. 26

IV.4. The Call, The Called and The Caller in Chalet Toys
Creative Da’wah………………………………………………….. 27
IV.5. The Strengths and Weaknesses of Chalet Toys Creative Da’wah…. 29
A. Chalet Toys creative da’wah strengths………………………... 29
B. Chalet Toys creative da’wah weaknesses…………………….. 30
V. CONCLUSION AND RECOMMENDATIONS…………………………. 31

Refferences…………………………………………………………..………. 32

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 LIST OF FIGURES AND TABLES

Figures Page
2.1.1. Technology, devices and its use………………………………… 4
2.1.2. Top 25 Countries Ranked by Internet Users 2013-2018……….. 7
2.2.1. Technology use guidelines for children and youth……………… 9
4.1. Digital era challenges…………………………………………… 15
4.2.1. “My Ramadan Activity”…………………………………………. 17
4.2.2. A child using “My Ramadan Activity”………………………….. 18
4.2.3. “My Daily Calendar”…………………………………………….. 19
4.2.4. “My Hajj Journey”……………………………………………….. 20
4.2.5. Children enjoy playing with “My Hajj Journey”………………… 21
4.2.6. “The World Traveller”……………………………………………. 22
4.2.7. Children enjoy playing with “The World Traveller”…………….. 23
4.2.8. “My Islamic City”………………………………………………… 24
4.2.9. Children enjoy playing with “My Islamic City”…………………. 25
4.3.1. Chalet Parenting Activities……………………………………….. 26
4.3.2. Some of Chalet Toys marketing materials with da’wah contents… 27
4.4.1. Chalet Toys creative da’wah channels……………………………. 28

Tables
4.1.1. Challenges facing contemporary Muslim parents in digital era…. 16

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 CHAPTER I
INTRODUCTION

I.1. Background

The times are always changing and the development of the times is inevitable, but
Muslims must still be able to stand firmly holding the sunnah even though times are
constantly changing. But different times, the challenges are also tougher for us as
contemporary Muslim parents. We must be prepared for the onslaught of rushing
technological information flows and shun our Muslim children from intoxication of
information and technology.
Many underage children are ultimately addicted to gadgets and games and social
media that can be accessed through it. So inevitably, holding on to the sunnah and
become a practicing muslim, like accustoming to the Qur'an, learning Arabic and
hadith, has little space in these contemporary Muslim children’s minds. And we as
parents will not possibly let this happen. We should at least do something that can be
a creative solution and creative da'wah that is able to attract children today and will
even better if you can provide other values in other fields.

Chalet Toys, as the focus in this study case, is a product made by the author based on
the experience of being a contemporary Muslim parent. Many challenges faced in
becoming Muslim parents in modern times, especially in the digital era. Where
information and technology unstoppable and become something intoxicating. Social
media, games, gadgets become the daily lifestyle of the present generation of
Muslims. Without a strong Islamic foundation instilled by Muslim parents, it is feared
this will affect the decline of our future generations of Muslims. Thus, based on this
thought, the author who is a student of Bachelor degree of Islamic Studies in Islamic
Online University, trying to apply and use her knowledge to create a product, with
Allaah permission, as an answer to the challenge of the age of digital and technology.
It is assumed that with this product it will be able to give new ideas and thoughts as
contribution in da'wah realm as well as be answer and solution for problems faced by
contemporary Muslim parents.

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I.2. Significance of the Study

The significance of this paper is to reveal one effort that have been done by a student
of Islamic Studies as an applicative effort as a contribution that can be useful for
da'wah domain and also development of future generations of Muslims. It is expected
to give ideas to contemporary da’wah methods so that in the future hopefully there
will be other students who able to give more creative contribution in da'wah aspect
and the dynamics of Islam.

I.3. Objective of the Study

The objective of this research is to understand the challenges faced by contemporary

Muslim parents that exposed to the onslaught of rushing information and technology
that has rapid development which will intoxicate our future generation of Muslim
children. By understanding it then we will be able to find a solution and as an
example or a case study is a product of Chalet Toys which is an educational product
for Muslim children, in the form of Islamic games and Islamic educational tools that
are assumed to be worth of da’wah, ranging from the product advertising, marketing,
to the use of the product itself, and the community, can all be worth worship in the
form of da'wah and learn basic knowledge of Islam.

It is hoped that after reading this simple piece of paper that will explore the methods
and ways of da’wah applied by Chalet Toys, will inspire and motivate other Muslims
and Muslim students to be more creative in presenting the da’wah methods in a more
creative ways.

I.4. Research Questions

In order to achieve the objectives of this study then the author compiled several
research questions that will be developed to further refine the writing in the thesis so
it is expected that the purpose of this writing can be accommodated well and make a
significant contribution to the field of knowledge that the writer study in general
(Islamic Studies) and to the da’wah realm in particular.

2
 1. What are the challenges faced by contemporary Muslim parents in the context
of children being exposed to the onslaught of rushing information and
technology?

2. What efforts we should do as parents to overcome the challenges?

3. Why contemporary da’wah method should be more creative?

4. How can Chalet Toys contribute to creative da’wah method?

5. How can Chalet Toys product offer solution for contemporary Muslim
parents?

6. Who the Caller, the Called and what the Call in Chalet Toys?

7. In what level do the Chalet toys apply the da’wah?

8. What creative method does Chalet Toys use in doing the da’wah?

I.5. Operational Definitions

Chalet Toys is a micro household enterprise which produce educative products for
Muslim kids based on their tagline: “Help Our Kids Enjoy Their Ibadah”, which call
their kids customers to enjoy their activities and play and at the same time have
intention for seeking Islamic knowledge as implementation of “playing while
worshipping” (Chalet, 2018).

Creative da'wah is a da'wah method that seeks to adapt ways, strategies, thoughts, and
styles in dealing with the changing character of human beings in the present century
which is strongly influenced by the development of information, science and
technology. So hopefully da’wah can reach more people with the ease of technology
in some unique ways to attract people (Shah, 2016).

3
 CHAPTER II
LITERATURE REVIEW

II.1. Challenges Faced by Contemporary Muslim Parents

Dr. Brent Conrad1 mentioned in his article that, parents today not only complained
about children addicted to music and mostly television like decades ago, but also has
more challenges from the new inventions of technology like internet, smart phone,
etc. Typically children spent over three hours on media, and two thirds of this time is
spent on “screen media”, while reading is less than 20 minutes per day. Unfortunately
babies from very young age of 9 months already exposed to television, with statistical
data mentioned that children under two years old already have a screen time average
of 53 minutes per day (Conrad, 2017).

This concerned us as parents, how our children are very easily exposed to the
advancement of technology that may have negative effects on children (Daramola,
2015). It doesn’t mean that this technology has no good in it because with proper use
and wisdom technology can be very useful. But the use of technology by children is
very necessary to be limited and always get parenting assistance when using
technology. And when the phenomenon of unlimited use of gadgets by children is not
immediately addressed it will endanger the growth of children and maybe even their
Islamic creed that could be eroded by the swift information and technology that
seemed to have no limit.

Figure 2.1.1 Technology, devices and its use

• Online Games
• Social Media
Smart- • Broadcast Video
phones • Online Browsing

• Online Games
Tablet/ • Social Media
PC • Broadcast Video
• Online Browsing

Game • Games
Console

1
Dr. Brent Conrad is a Clinical Psychologist for TechAddiction

4
Online games, social media and other online channels like broadcaster channels (e.g.
YouTube) will easily exposed kids into inappropriate contents (porn and exposed
awrah, violence, cyber-bullying, un-Islamic lifestyle, etc.), and this will greatly affect
their growth and development, way of thinking or even their Islamic creed. So
obviously it will not only affect them physically through the screen radiation and
electronic radiation through the excessive use but also their Islamic nature as muslim
kids.

Remember that they are our future muslim generation. Their childhood time that
could be utilized to do useful things that should be done as a Muslim child is wasted
in vain with internet time, maybe even they become addicted unconsciously. They
will also fall into wasting time unnecessarily and possibly fall into other hazards.

Stephane Chaudron (2015) in behalf of JRC Science and Policy Reports of European
Commission, on Young Children (0-8) and Digital Technology, mentioned in the
reports that how “Children’s use of technologies is affected by the way parents
introduce those technologies to them or what they allow them to do with these
technologies .” We can say here that parents play most important role on how and
how much their children engage with these technologies, so parents should take
control on this, and not the opposite. Some parents sometimes make this technology
as an aid to keep children occupied so they won’t interrupt parents’ activities. This is
sometimes done without adequate parental supervision or adequate guidance on the
limits of its use. This could be very dangerous because without parental supervision
and guidance, children condition is very vulnerable to exposed into harmful and
inappropriate contents.

Most parents are not even aware of the dangers that may threaten the faith and
wellness of their children, even more various adverse effects directly or indirectly can
occur and affect the mental, psychological and even physical growth of children. As
illustrated in an article entitled "Smart phones, social media, and Muslim kids,"
created by the Haqqseeker account on the site of muslimvillage.com (2015), regarding
information through the digital media: a great deal of unfiltered information out there
is mixed up between truth and falsehood. Even misinformation that might portray

5
Islam and sharia as negative could hit our children, while children of course have not
been able to differentiate between truth and falsehood.

Cris Rowan2 in her article for Huffington Post mentioned “10 Reasons Why Handheld
Devices Should Be Banned for Children Under the Age of 12” (2014) that are:

1. Rapid brain growth caused by overexposure to technologies (cell phones,

internet, iPads, TV, etc.) has been shown to be associated with executive
functioning and attention deficit, cognitive delays, impaired learning,
increased impulsivity and decreased ability to self-regulate, e.g. tantrums.
2. Delayed development which negatively has impact upon literacy and
academic achievement, especially for children under the age of 12 years.
3. Epidemic obesity, due to the lack of children body movement as side effect of
engaging too much in the technology. Their play time which usually involves
physical activity is greatly reduced significantly because of them spend more
times on gadgets.
4. Sleep deprivation as result of the allowed technology in bedrooms and lack of
parents supervising.
5. Mental illness which ranging from child depression, anxiety, attachment
disorder, attention deficit, autism, bipolar disorder, psychosis and problematic
behavior.
6. Aggression as result of violent media contents with various types violence,
exposed mostly from video games.
7. Digital dementia which affect their attention, concentration and memory.
8. Addiction to technology.
9. Radiation emission which would risk their physical health ranging from eyes
damage to cancer.
10. Unsustainable future. Rowan said that, “there is no future for children who
overuse technology.”

Moreover Casey Imafidon3 added the disadvantage from the children use of
technology could affect the parent-child relationship as the use of technology may

2
Cris Rowan is an American pediatric occupational therapist, biologist, speaker and author.

6
alter the parent-children bonding. It may also limits children creative minds and
doesn’t give kids the time to reflect or learn about the consequences of their actions
(Imafidon, 2015).

In the same year of Rowans’ article published, UNICEF research in its publication
mentioned that about 30 million children and teenagers, in my country Indonesia,
intensively using the internet for more than five hours daily (Arifin, 2017), and it
might be increased up to this year as the internet users in Indonesia grow rapidly each
year, as seen in the figure below that Indonesia is ranked the sixth largest user of the
internet with a growing number of users since 2013 of 72.8 million users and
continues to grow to reach 123 million users in 2018. Meanwhile, when compared
with the results of UNICEF research above which mentions the number 30 million
children and Indonesian teenagers who use the internet in 2014 where at that time
there were approximately 83.7 million users in Indonesia, so this means users from
among children and adolescents is about 35% and on average they spend more than
five hours to use the internet every day.

Figure 2.1.2 Top 25 Countries, Ranked by Internet Users, 2013-2018

Source: Referenced from (PDSI KOMINFO, n.d.)

3
Casey Imafidon is a blog writer for Lifehack.org, thoughtcatalog, addicted2success.com,
Elitedaily,Inc.com and many more blogs.

7
II.2. What to do to Overcome the Challenges

Parents should guides their children to keep in the right path, since children is still
depended on their parents and need guidance. They do not have capability to
differentiate what is good and bad for themselves and have little knowledge to
differentiate truth from falsehood. On the authority of Abu Sa`eed al-Khudree (may
Allah be pleased with him) who said:

I heard the Messenger of Allah (‫ )ﷺ‬say, “Whosoever of you sees an evil, let
him change it with his hand; and if he is not able to do so, then [let him change
it] with his tongue; and if he is not able to do so, then with his heart — and
that is the weakest of faith.” (Muslim)4
It is very recommended for each parents to take control upon the children while we as
Muslim will be held accountable for our children, as narrated by 'Abdullah bin 'Umar:

The Messenger of Allah (‫ )ﷺ‬as saying: Each of you is a shepherd and each of
you is responsible for his flock. The amir (ruler) who is over the people is a
shepherd and is responsible for his flock; a man is a shepherd in charge of the
inhabitants of his household and he is responsible for his flock; a woman is a
shepherdess in charge of her husband's house and children and she is
responsible for them; and a man's slave is a shepherd in charge of his master's
property and he is responsible for it. So each of you is a shepherd and each of
you is responsible for his flock. (Shaykh Al-Albani graded it as Sahih , Sunan
Abi Dawud 2928, Book 20, Hadith 1)5
Thus parents should also take control upon the children using gadgets, like when
children may using it, what children may access and what not, how the children may
using it and how long. Parents should limit their children of using gadgets according
to their age as there are different standard for each age group. This information from
this figure will greatly help as parental guide to set limits regarding technological use
for children and youth.

4
(Sunnah.com , n.d.)
5
(Sunnah.com, n.d.)

8
Figure 2.2.1 Technology use guidelines for children and youth

Source: (Rowan, 2014)

American Academy of Pediatrics (AAP) discourages media use by children younger

than 2 years (2011). We could also see from Rowans’ above figure, that children less
than 3 years should not exposed to any technology, while older children may enjoy
limited access to technology within limited time in a day ranging from 1 to 2 hours in
a day according to their age group. Parents should try to adopt these guidelines from
home, while for family who already had children overuse the technology may
implement it gradually but continuously.

AAP speakers through one of their symposium6 address some recommendations for
parents, including (2015):

1. Set limits at every age (we may adopt Rowans’ as guidelines), we called it
with screen time.
2. Avoid displacement, meaning we should avoid the using of digital media that
may displacing other healthy activities such as conversation, play or doing
some creativity.
3. Address digital etiquette including some discussions about appropriate
contents and what are inappropriate, etiquette, empathy and safety.
4. Engage in using digital media together. Parental supervision and assistance are
always needed not only in using digital media but in almost all children’s
activities. Like classic parent-child activities such as reading story, playing
games (non-digital), which very important for parent-child bonding as spend
quality time together.

6
Growing Up Digital: Media Research Symposium, October 1, 2015

9
 5. Create definitive media-free zones, time and place, such as during mealtime or
at bedtime and bedroom. Avoid using gadget in these time and places.
6. Model media behavior. Adults need to be attentive to their own personal
digital media use, avoid overuse and try to be the role model for children and
avoid ignore the children when using devices.

Dr. Brown, Dr. Shifrin and Dr. Hill from AAP set up some key messages for parents
that should be noted (2015):

1. Media is just another environment.

2. Same parenting rules should apply both for real and virtual environment.
3. Role modeling from adults is critical, we learn from each other—neuroscience
research shows that very young children learn best via two-way
communication.
4. Quality content matters and important.
5. Curation helps that review age-appropriate apps, games and programs
6. Co-engagement counts.
7. Playtime is important, try to interact with your children.
8. Set limits
9. It is okay for your teen to be online, teach them appropriate behaviors that
apply in both real and online worlds.
10. Create tech free-zones.
11. Kids will be kids, meanings kids may make mistakes in using media and we
can use this as teachable moment so children would learn from their mistakes
and handled it with empathy.

We can see from all the recommendations suggested by the experts mentioned above,
we can conclude that our role as parent to take control over the use of technology by
children is very important. Likewise the importance of us as role-models how to treat
gadgets in everyday life, will make a great impact on child behavior upon these
technology. Do not let the use of these devices as our tools in life actually even seize
our lives and our togetherness with the family.

Engagement with the children in the form of fun activities together should be sought
either fun discussions, telling stories, playing together or other activities that do not

10
require gadgets, because the time for children in using this technology should be
limited up to 2 hours only per day, while we should avoid technology for children
aged 2 and below because they do not need it and to keep them out of the dangers of
radiation. Never use gadgets as babysitters or pacifiers.

For us as Muslim parents, it is our duty to instill the noble values and creeds in their
early age in an effective and appropriate way with their world as children. And the
world of children is very close with playing which very important part in their growth
(Pathways, 2015). Therefore if they use the gadgets then what is sought mostly
usually the games. So we should try to provide solutions in order to keep children
from the adverse effects of excessive use of the technology (internet and the like).

Muslim parents should be as creative as possible to find out how to insert Islamic
content that they want to instill in children through the various activities to keep
children away from the negative effects of technology. In fact this is part of our
da'wah to our children, besides our obligation to keep children away from evil and
falsehood; we also have a big duty and responsibility to make them become strong
and righteous Muslim future generation, who hold firm the sunnah. This requires
creative da’wah that can be easily accepted by children and even loved, so that they
will voluntarily follow the path we are preparing for their future benefit.

II.3. Why Should We Need Creative Da’wah

Although traditional da’wah methods have been very successful throughout the
centuries, however the life is changes and so with the people and environment. The
condition of the Muslim community in the present cannot be equated with the
condition of the ummah in the past. Technology is growing and advancing rapidly,
but we should not be carried away by the flow of this advancement that may
undermine our faith and our persistence in adhering to Islamic values. Thus the duty
of every Muslim is to remind each other to the good and this is called da'wah. But
along with the development of the era and this also affects human behavior, life, style
and mindset of course we will need more creative efforts in da'wah methods to be
accepted by the ummah and Muslims children in the present (Shah, 2016).

11
II.4. How Can Chalet Toys Contribute to Creative Da’wah Methods

Chalet Toys background and history

Begins from a mother's concern about the problem of children as challenges facing
Muslim parents in the digital era, where children are vulnerable to the negative impact
of information technology flow that is difficult to avoid. Thus we need tools and
methods to counteract and minimize the negative impact through Islamic education
presented in the form of various educational games and educational tools which might
attract of children interest. From this basic idea Chalet Toys was born on Ramadan
1438 H or 2017, as an Islamic product that is expected to be an effective solution of
these challenges (Chalet Toys, 2018, p. 2) .

Chalet Toys concept and methods in doing the da’wah

Children's world is very close to the world of play. Just look at when the children use
gadgets so they are mostly will seek for the games. Why is that so? Because through
the play children are learning and the urge or desire to play is a fitrah as a gift from
Allah for the children so that they can learn whatever needed in their life. AAP also
seen play for children is essential and important to optimal child development, which
also has been recognized by the United Nations High Commission for Human Rights
as a right of every child. AAP seen it contributes to the cognitive, physical, social and
emotional well-being of children and youth (Ginsburg, 2007). Thus we agree that play
is important for children development, but this desire to play should be directed into
something positive and avoid the harms. Parents need to look at children's activities
and sort out what activities are best for the child.

Adopt a classic basic concept of “Learning while playing,” Chalet Toys promotes the
concept of "Ibadah while playing" (Chalet Toys, 2018, p. 2). This means while the
children using Chalet Toys products either its educational games or educational tools,
they will doing their ibadah whether it is their daily types of ibadah or seeking
knowledge as it is also an act of worship or ibadah. The aim is to introduce the
Islamic values since early age and to divert their inclination towards the habit of
overuse the gadget. Chalet Toys try to combine various activities such as reading,
arithmetic, cutting, sticking and more, to make child's activity with Chalet Toys more

12
attractive and fun. This da’wah materials provided by Chalet Toys should be carried
by parents and implement through the use of Chalet Toys products under parent’s
supervision, guidance and assistance as in every products of Chalet Toys there always
inserted the parental guides sheet which recommend parents to actively participate
and assist children in using the products. Parents should explain and help children to
understand some points from the Islamic knowledge contained in the products.
Sometimes it also required parents to seek information about some matter on Islamic
knowledge to enable them explain better to children.

13
 CHAPTER III
METHODOLOGY

III.1 Research Design

This research as a thesis will be proceeded through qualitative methodology as a case

study method. The formulated research questions designed to help this research
mostly involve the “why” and “how” questions. According to Yin:

“A case study design should be considered when: (a) the focus of the study is
to answer “hoe” and “why” questions; (b) you cannot manipulate the behavior
of those involved in the study; (c) you want to cover contextual conditions
because you believe they are relevant to the phenomenon under study; or (d)
the boundaries are not clear between the phenomenon and the context.”
(Baxter & Jack, 2008)
Researcher found that this research meet the conditions at least on point (a), (b), and
(c). Thus I will observe and analyze the Chalet Toys product and its association to the
world of da'wah and how it contributes to the world of da'wah in response to the
problems faced by contemporary Muslim parents in the present and future using the
case study method.

III.2 Sources of Data

As what already mentioned above, I will rely mostly upon literatures as the sources to
collect data and as tools to define the challenges faced by contemporary Muslim
parents and to analyze the Chalet Toys as the object of case study. Observation upon
the products of Chalet Toys itself, so I will be able to describe about Chalet Toys, its
mission, its contribution to da’wah and the methods of da’wa its use, also the solution
its offer as the answer to the challenges faced by contemporary Muslim parents.

14
 CHAPTER IV
ANALYSIS AND DISCUSSION

This figure illustrates the challenges faced by contemporary Muslim parents which
might influence the development of Muslim children and even affect the relationship
of parents and children. This problem became parent's concern and thinking that then
resulted in the form of Chalet Toys products that are considered able to offer solutions
for helping contemporary Muslim parents as well as Muslim children in facing the
challenges of the digital age.

Figure 4.1 Digital Era Challenges

IV.1. The Challenges

Challenges faced by contemporary Muslim parents are mostly come from the
onslaught of rushing and developing information and technology as unavoidable life

15
style of our Muslim children. And it is our responsibility to avoid our Muslim
children from the negative effect of this addictive lifestyle.

In summary, there are at least four aspects negatively affected by the children use of
technology which become the challenges facing by our contemporary Muslim parents:

Table 4.1.1 Challenges facing contemporary Muslim parents in digital era

No. PHYSICAL PSYCHOLOGICAL MENTAL SPIRITUAL

1. Rapid brain growth Cyber bullying Game Addict Easily exposed to awrah
2. Delayed Create Social Media Addict Getting used to exposed
development parent-child gap sins
3. Epidemic obesity Unsustainable Technology Addict Misinformation about
potential future Islam and Sharia
4. Sleep derivation Aggression Depression Loosing sense of humility
5. Radiation emission Violence Anxiety Lack of time for ibadah
6. Lack of time for Attachment disorder Inability to differentiate
reflection upon the truth from falsehood
action
7. Limits children Attention deficit Easily mixing between
creative minds sexes
8. Autism Un-Islamic way of life
9. Bipolar disorder
10. Psychosis
11. Problematic behavior
12. Digital dementia

From the facts and data described above, then we get a picture of what challenges
should be faced by Muslim parents today and what should be done to overcome them.

IV.2. How Chalet Toys Products Offer Solution for Contemporary Muslim
Parents

To attract our Muslim children and to propagate and instill the Islamic lifestyle and
value into their life, a creative Da’wa tools and method should be taken. Thus from
this point, researcher was decided to create products under the brand of Chalet Toys
which expected to be a solution for answering the challenges faced by contemporary
Muslim children.

As we already known from the above information that children are close with games
and play, the importance of “play” for children development also recognized by the
AAP and the United Nations High Commission for Human Rights. Children learn

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things while playing and Chalet Toys seen this path as a da'wah channel that is
expected easily accepted by children to keep children away from the harms and the
negative impact of the digital age. Chalet Toys implement this through their products,
both educational games and educational tools in which embedded positive and Islamic
values. Chalet Toys has 5 products which 2 products of educational tools and 3 other
products in the form of educational games. Observation upon the strength and the
weakness of the Chalet Toys product itself as a solution and its contribution on
da’wah realm will be presented to make a better improvement as a Muslim effort in
the future.

Chalet Toys educational tools.

A. “Aktivitas Ramadanku” (My Ramadan Activity)

Figure 4.2.1 “My Ramadan Activity” © Chalet Toys

“My Ramadan Activity” in each package consist large fabric-poster (90x120 cm)
which can be attached stickers of various shapes that included in the package such as
stars and other shapes. This poster is deliberately made in large size to accommodate
children daily activities on Ramadan ranging from 5 times prayer, Suhoor, fasting,

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tarawih, memorizing the Qur'an and recitations of the Qur'an and other good deeds. In
each of these columns the child will stick the stickers that have been cut out and
record his activities in accordance with what he has done. Among the stickers
provided there is also a personal sticker in the form of faceless cartoon picture of a
boy or a girl which can be filled with the name and age of the child to be attached on
the fabric-poster. This activity can train self-recognition and fine motor training to
write.

Figure 4.2.2 A child using “My Ramadan Activity” © Chalet Toys

Large poster shapes, the selection of fabric materials as well as colorful and attractive
designs are deliberately designed to attract children and encourage them to be more
enthusiastic about worship during the Ramadan. The collection of these stars shape
stickers on daily activities can be utilized as healthy competition among siblings so
that children more motivated to practice their ibadah.
Decor-able Eid card also included in this package so children may explore their
creativity with the stickers and also colored it with colorful pen-markers that have
been provided. Stickers cutting activity also train the patience and stimulate their fine

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motor. A bag-case as a packaging makes it easier for the child to tidy up the
equipment and train the discipline to re-tidy up the things he has used.
Blank certificate included, designed to be signed by parents and who can write the
child's name and also how long he or she has successfully performed the fasting and
will be given to the child as a reward for their efforts at the end of the period (Chalet
Toys, 2018, p. 3).

B. “Kalender Harianku” (My Daily Calendar)

One of man's greatest mistakes of his negligence over time is not to plan his time
well. “My Daily Calendar” in shaa Allaah will help school-aged children set their
dreams, make plans and plan time well in achieving their goals and dreams.
Children who are not used to having dreams and targets will be stimulated to create
their own targets and dreams to write on a 1x1 meter 'Stick n' Write 'calendar, made
from fabric and stickers.

Daily activities can be written on every calendar date-boxes, there are also My Plan
field, Motivation, Notes and Evaluation that can be written as a reminder. Interesting
and colorful designs are tailor-made to make children more excited. Regular date and
Hijri are included, and color blocks as a reminder of worship time, the time of the
voluntary fasting and Islamic holy-days. This will train and teach children about the
important of time and teach them about the time management.

Figure 4.2.3 “My Daily Calendar” © Chalet Toys

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Colorful books serve as an agenda and planner for children containing various daily
worship activities. Paper posters that can be filled with lesson schedule and daily
schedule are included. There is also a mini booklet that contains about the virtues of
some daily worship that aims to motivate the child in establish daily worship.
Benefits for children include children to be more appreciative of time, children are
encouraged to practice to have dreams and set targets, learn to plan, learn to discipline
themselves following the schedule that has been made by them, familiarized with
good habits since early age in doing daily worship and foster self-awareness in
children so they will be able to develop their potential (Chalet Toys, 2018, p. 6).

Chalet Toys educational games

A. “Perjalanan Hajiku” (My Hajj Journey)

Figure 4.2.4 “My Hajj Journey” © Chalet Toys

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“My Hajj Journey” is presented as 6in1 Hajj simulation game which has 6 benefits in
an exciting game that can train and stimulates some children's abilities, including:
1. Crafting, children will be invited to make components of the simulation game with
assistance of parents. There are models of pilgrims made of flannel in the form of
finger-puppets that must be copied, cut and glued. There are also models of livestock
animals as udhiyah animals from cartons that can be decorated with flannels, and
there are also tents, trees and buildings.
2. Children fine motor will be trained through the activities of crafting and arranging
the components of the game on the fabric-map.
3. The child will perform role play by playing as pilgrims according to the guidance
contained in the book “My Hajj Journey”
4. Children ability to read will be trained and children interest in reading is expected
to increase by reading the book of “My Hajj Journey” which is designed with
interesting and colorful illustrations.
5. Memorization of children will be trained by remembering the procedures of Hajj
and other important points contained in the book.
6. Through this game children are expected to be be able to understand pilgrimage
fiqh or rulings, through a fun way (Chalet Toys, 2018, p. 4).

Figure 4.2.5 Children enjoy playing with “My Hajj Journey” © Chalet Toys

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 B. “Musafir Dunia” (The World Traveller)

“The World Traveller” is a 7in1 multiplayer racing play-mats game that can be played
by 2 to 4 players. The concept is almost the same as the ladder snake game, but the
game is made without dice and comes with a stack of deeds cards separated for boys
and girls, question card and “IQRA!” book which contains basic knowledge of Islam.
The goal of this game is to reach Jannah as final destination, the name of the game
serve as reminder for us that we as human only live for a little moment in this world
while our eternal home will be in Jannah. The boys and girls deeds cards are teaching
the concept of different gender and their right and responsibility for each.

Figure 4.2.6 “The World Traveller” © Chalet Toys

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Called 7in1 because there are 7 benefits in one game are:

1. Train children's ability to read and improve reading interest.

2. Maintain memorizing because there are important points in the book that must be
remembered in order to win the game.

3. Train their social skills by playing games together.

4. Train their cognitive skills by playing the game according to the instructions.

5. Train concentration while reading, absorb knowledge, count steps and counting the
number of coins and points.

6. Train their counting ability when counting steps, and calculating coins and points.

7. Learn Islamic foundations in a fun way through the game (Chalet Toys, 2018, p. 5).

Learning done in a fun way will be strongly embedded in the child's memory and not
easily forgotten.

Figure 4.2.7 Children enjoy playing with “The World Traveller” game
© Chalet Toys

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 C. “Kotaku” (My Islamic City)

Figure 4.2.8 “My Islamic City” © Chalet Toys

“My Islamic City” is the latest game of Chalet Toys made for younger children that
are 3 years old and up. This game has very simple concept, which invites children to
organize their own Islamic city by arranging the 2D building models made of wood
on the fabric-roadmap. The names of the buildings are written in English as well as
Arabic to slightly introduce the English vocabulary as well as the Arabic. Islamic
education is included in the pocket book, containing some duas and Islamic etiquettes
that parents can read to their children to help them memorizing. Children will be

24
invited to use rubber toy cars while practicing duas readings, such as prayers and
etiquettes of going to the mosque, dua entering mosque, dua entering the market and
other prayers.

Figure 4.2.9 Children enjoy playing with “’My Islamic City” © Chalet Toys

Through these fun activities and of course with the role of parents who make activities
with Chalet Toys become more interesting, then this is expected to be able to prevent
children from the habit of overuse the gadgets. Children will feel more comfortable
playing with their parents and friends than playing online or using gadgets that lack of
real socialization. And although virtual world enable the virtual socialization for
example by using social media, still it is not safe for children to interact with
unknown people or strangers, who may be able to give bad influence or even can
threaten their security. The da’wah is performed by parents as the caller to the
children as the called and the Islamic contents in Chalet Toys products are the call.

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IV.3. Chalet Toys Creative Da’wah Methods in Other Activities
A. Community: Chalet Parenting
To accommodate parent’s demands for parenting guides Chalet Toys formed a
community of mothers who care about parenting. In this group can be conducted
some online activities through the media Telegram and Whatsapp Group as a forum to
organize free parenting classes, parenting discussions and consultations. This method
is quite effective and desirable because the parenting class will invite expert speakers
in the field to provide material about parenting matters that can be a solution or
answers for some children’s’ problems.

Figure 4.3.1 Chalet Parenting Activities © Chalet Toys

B. Marketing and Promotion

Since the beginning of the founding of Chalet Toys aimed at providing solutions for
contemporary Muslim parents problems and in it there are da'wah mission, so in every
contents of marketing and promotion of Chalet Toys always filled with the content of
da'wah. It can reach a larger audience than the community by using Facebook social
media and Instagram as well.
While the mission of da'wah is also included in the business strategy in the form of

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business while ibadah, which means when the agents of Chalet Toys show others a
way of goodness it is worth the same as the person doing the goodness itself. And the
da'wah they spread to others contained in material and what are available on Chalet
Toys’ social media, which then shared then this will be a reminder for them as well as
reminder for others.

Figure 4.3.2 Some of Chalet Toys Marketing Materials with Da’wah Contents

© Chalet Toys

IV.4. The Call, The Called and The Caller in Chalet Toys Creative Da’wah

According Prof. Dr. Omar Hasan Kasule, naturally da’wah activity is conveying the
message of Islam to Muslims and non-Muslims. It is a communication process
involving the caller, the called, the message (or the call) and behavioral change as a
result of the message. Dr. Kasule said that Da’wah can be three levels: The first is
calling people to accept Islamic creed which accomplished by pronouncing Shahada;
second level is calling individuals and families to practice and live islam; and the third
level is calling upon society to be organized according to the teachings of Islam
(1998).

Hereby can be concluded that Da’wa involving 3 aspects: (a) the caller means the one
who perform the da’wah; (b) the call means the message to be conveyed; (c) the
called means to whom the message is addressed. And there are 3 levels of da’wah as
explained above, which conducted by Chalet Toys on the second and third level, as
can be seen in the figure below:

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Figure 4.4.1 Chalet Toys Creative Da’wah Channels

Thus Chalet Toys has three main channels for conducting their creative da’wah
mission:

1. Through Chalet Toys products, this channel enables Muslim parents to do da’wah
to their children (second level of da’wah: da’wah to the family). Parents here
encouraged learning and explaining the Islamic material contained in the products
of Chalet Toys and guides the children about the Islamic teaching and play or do
the activities with their children to strengthen parents-child bonding in order to
achieve the maximum results aimed by each products.
2. Through the community, Chalet Parenting, where Muslim parents are gathered
and connected in some online channels (Telegram and WhatsApp) to do some
activities: free parenting class, parenting discussions, parenting consultation,
quizes, etc. This channel allows the third da’wah level to be conducted in more
specific community.
3. Chalet Toys marketing and promotion strategy allows Chalet Toys agents
(ambassadors, resellers and marketers) to do the da’wah towards wider audience

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 (third level of da’wah): Muslim parents who are the consumers or the prospects of
Chalet Toys products. And this will lead the called in this channel to be the caller
on the first channel.

IV.5. The Strengths and Weaknesses of Chalet Toys Creative Da’wah

Nothing is perfect in this world and so with the efforts that Chalet Toys has made on
da’wah, there must be strengths and weaknesses. In this section researcher will try to
explore what are the strengths and weaknesses of creative da'wah done by Chalet
Toys, so that this can be a useful feedback for Chalet Toys in the future and useful
information for other researchers or for other Muslims to be more creative in
delivering the da'wah of Islam.

A. Chalet Toys creative da’wah strengths

The three channels of Chalet Toys' creative da'wah are actually interconnected with
each other and support each other. While Muslim parents need a gathering forum to
share their knowledge, they are very happy with the presence of Chalet Toys
community (Chalet Parenting) where they will be able to learn about Islamic
parenting from experts, discuss about parenting issues and also share knowledge and
experience among its members. From this da’wah channel sometimes there are some
parents who are interested to use the product of Chalet Toys or become an agent of
Chalet Toys who have the concept of doing business while ibadah (Bisnis sambil
ibadah). This means from the Chalet Parenting channel some people will become the
Caller on one of the other two Channels while the Called on the third channel is also
likely to be the Caller on the first channel.

The acceptance from parents as product buyers and children as the main target of
product users is very enthusiastic and feel the enormous benefits of the presence of
Chalet Toys. Because by entering through the door that loved by children: activity and
playing, it is expected that da'wah delivered through Chalet Toys will be more easily
accepted and imprinted on the soul of the children which will benefit them in the
future. With the enthusiasm of the people who already know Chalet Toys, it is hoped
that this da'wah can be further developed through other channels as well as the

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growing community and the wide-spread information about Chalet Toys as well as the
da’wah mission it brought.

B. Chalet Toys creative da’wah weaknesses

Chalet Toys has limited capital and human resources, and this makes the da'wah
activity somewhat hampered. The dissemination of information about Chalet Toys
and its community is also limited because Chalet Toys does not use paid advertising.
The range of audience and users of Chalet Toys is also only limited in Indonesia and
it has not spread evenly, information only spread through person to person and also
through the utilization of free social media channels available. The amount of
production is also limited and some still rely on pre-order system due to cold market
and limited capital.

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 CHAPTER V
CONCLUSION AND SUGGESTION

The emergence of the challenges of the times should not make us silent and give up to
the circumstances. Especially if these challenges may threaten the generation of our
Muslim children to whom our hope is laid upon them in the future. These challenges
then tried to be studied and processed by Chalet Toys for solution to be sought. Thus
a creative da'wah idea in the form of Islamic education products for Muslim children
was emerged.

From these Islamic education products then emerging other channels that can be used
as da'wah channels that make this da'wah method becomes more creative and involves
many parties with hope this da'wah can be more easily accepted, developed and
spread.

The creative da'wah method that Chalet Toys initiated has received a good acceptance
from the community and very well welcomed. But every effort is inseparable from its
strengths and weaknesses. As described in the previous chapter, the strengths of
Chalet Toys creative da'wah should be further developed and refined to make better
result.While the weaknesses that exists should be a motivation for better efforts so it
is expected in the future along with Chalet Toys growing, it would able to hire
employees and build a more solid team. It is expected that event organizing both
offline and offline, paid advertising and mass production is no longer an obstacle.

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