Brand Ambassador Iza Calzado, with Teacher Ruth from Adarna Publishing, one of the authors of the digibook. Photo source: Sarah Herrera, ABS-CBN News
Children often surprise their parents with unexpected or imaginative questions. Between the ages of three and five, children seem to ask endless questions.
"Why?" and "How?" quickly become their favorite words.
Curiosity drives them to explore the world around them. Every discovery and lesson spark another question.
Child development experts consider these early years a critical window for brain development. Making everyday conversations, plays, and meaningful interactions just as important as proper nutrition.
Most parents celebrate milestones such as healthy weight gain, growing taller, or finally eating vegetables. Brain development, however, deserves just as much attention.
Critical thinking, problem-solving, focus, creativity, and empathy begin to develop during this stage through everyday experiences and intentional interactions. These foundational skills shape how children learn, adapt, and thrive in the years ahead.
The Brilliant Hour advocacy
Recognizing that many parents want to spend meaningful time with their children, but are unsure where to begin, Enfagrow A+ introduced The Brilliant Hour, an advocacy that transforms everyday moments into opportunities for learning and connection.
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Snaps from the Enfagrow Brilliant Hour event. Photo source: Sarah Herrera, ABS-CBN News
Snaps on the Enfagrow Brilliant Hour event. Photo source: Sarah Herrera, ABS-CBN News
The advocacy encourages families to dedicate one intentional hour each day to proper nutrition and meaningful interaction, helping nurture children's focus, thinking, and learning.
During the event, children took part in Junior Detectives, solving mysteries through interactive games. Photo source: Sarah Herrera, ABS-CBN News
"Sometimes brain development takes a backseat, but what we have always been saying is that a child's brain reaches 90% of its adult size by age 5. The physical can still catch up, right? A growth spurt happens up until the teenage years. But brain development, when you miss that critical window, is very hard to catch up. That is why we are pushing for the Brilliant Hour, to do this while they are young," said Sherwin Jay Diez, Senior Brand Manager, Enfagrow.
The Brilliant Hour Book
To help parents transform everyday moments into meaningful learning opportunities, Enfagrow A+ launched The Brilliant Hour Book, led by Brand Ambassador Iza Calzado, on July 4, 2026, at MindSpark Museum in Parañaque City.
Developed in partnership with Adana House, the book features activities reviewed by developmental pediatrician to ensure they are age-appropriate and engaging.
The Brilliant Hour is not a typical children's workbook that provides immediate answers or relies on fill-in-the-blank exercises. Each activity encourages meaningful parent-child interaction, allowing parents to guide their children as they think, explore, and discover.
The three-volume digibook offers age-appropriate activities designed to strengthen children's focus, thinking, learning, creativity, motor skills, emotional intelligence, and practical life skills.
"May tatlong volume ang Brilliant Hour, at sa bawat volume, pataas nang pataas ang engagement ng mga bata sa bawat activity. Sa unang book ay tinuturuan o ini-encourage mo 'yung child to observe, to take notice. Sa pangalawang book, tinuturuan mo o ng mga activities 'yung child mag-isip, 'yung i-extend 'yung experience. At 'yung sa pangatlo, tinuturuan 'yung bata na tukuyin kung ano 'yung kaya niyang gawin with the knowledge that he has," said Teacher Ruth Martin-De Guzman, author of The Brilliant Hour Digibook.
(There are three volumes of Brilliant Hour, and in every volume, the engagement of the kids gets higher and higher in every activity. In the first book the children are taught and encouraged to observe and take notice. In the second book, the children are taught to think and extend experience. The third book teaches the children to use their knowledge in doing practical activities).
Every activity is designed to be completed together, creating opportunities for parents to ask questions, encourage conversations, and turn each page into a shared learning experience.
Families may also access the series as a digital activity book. Parents simply need to visit the website www.enfagrow.com.ph/thebrillianthour to unlock interactive activities, making screen time purposeful and engaging.
Brilliant Hour moments
Actress Iza Calzado attended the book launch together with her daughter, Deia, and husband, Ben Wintle. During the panel discussion, she shared why she supports The Brilliant Hour advocacy.
"This book makes a connection with our children a little easier, a lot more fun, and a lot more meaningful. The size is so good, puwedeng dalhin kapag nagta-travel, kasya sa bag. It is really a great initiative", said Calzado.
(This book makes a connection with our children a little easier, a lot more fun, and a lot more meaningful. The size is so good, it can be brought even on travels because it fits in the bag. It is really a great initiative).
She added that setting aside a Brilliant Hour each day is an investment in a child's future.
"That means we are protecting our children, we are guiding them, we are choosing them. I am choosing to spend this time with you. At sa totoo po, iyon naman talaga ang pinakamahalaga at importanteng regalo na ibibigay natin sa ating mga anakshe said.
(That means we are protecting our children, we are guiding them, we are choosing them. I am choosing to spend this time with you. In reality, that is what is important and it is an important gift that we can give to our children).
Teacher Ruth emphasized that learning does not begin and end in the classroom. Home is where children spend most of their time, making everyday routines valuable opportunities for learning.
"Gawin 'yung mga simpleng gawain sa tahanan na intentional. 'Yung mga daily activities, kunwari naghuhugas kayo ng pinggan, you ask your child kung anong kulay ng mga pinggan at baso. Ano 'yung ginagawa natin? Anong gusto mong gawin after? 'Yung quality of conversations like that fosters brain development," said Teacher Ruth.
(Let the children do household chores with intention. For daily activities, for example washing the dishes, you can ask your children what color the plate and cup are. What are we doing right now? What do you want to do after? The quality of conversations that foster brain development).
Paired with proper nutrition
Enfagrow A+ Four contains MFGM and high levels of DHA (among formula milks) to help support faster brain connections and help nourish signs of higher intelligence, including A+ Focus, A+ Thinking, and A+ Learning, along with proper diet, daily activities, and rest. (vs formula without MFGM, with early supplementation of MFGM, with proper nutrition and stimulation.)
The Brilliant Hour Book comes free with every purchase of Enfagrow A+ Four. A QR code printed on the last page provides access to the digital version of The Brilliant Hour Book.
To learn more about The Brilliant Hour and how brilliant minds are built, visit their Facebook page https://www.facebook.com/EnfaPhilippines. You may also get Enfagrow A+ Four that comes with a free The Brilliant Hour Book through participating stores nationwide and online.
Terms and conditions apply. Promo runs from June 1, 2026 to June 1, 2027. Per DOH-FDA-CFRR Permit No.0592 s. 2026
ASC Reference Code: M0080P081826E