Deal encompasses new compound products to launch next year.

License Global

March 29, 2024

1 Min Read
Play-Doh art.
Play-Doh art. Hasbro

Toy and game company, Hasbro, has announced a licensing agreement with Horizon Group USA to expand upon the Play-Doh brand through complementary creative play experiences. 

“The Play-Doh brand’s purpose is to elevate the value of imagination by allowing kids to truly shape their world through tactile and limitless play where the journey is treasured as much as the outcome,” says Tamara Grindrod, senior vice president, creativity and Play-Doh brand, Hasbro. “The strategic agreement with Horizon Group USA allows us to build upon Play-Doh’s portfolio for more hands-on Play-Doh playtime to create meaningful, imaginative and memorable experiences.” 

“Combining our deep category expertise and trend-forward products with the legacy of the Play-Doh brand will elevate the compound category even further,” says Evan Buzzerio, partner, chief strategic officer, Horizon Group USA. “Our mission at Horizon Group remains connecting people through creativity, and together with Play-Doh we look forward to inspiring and empowering children worldwide with innovative sensory play experiences.” 

Horizion Group will produce and globally distribute Play-Doh air-dry clay, hands-on craft kits and many alternative compound products beginning January 2025. 

“With a creative industry heritage dating back to 1912, Horizon Group brings extensive industry knowledge and category leadership to the table,” says Bradley Bowman, senior director, global toy, licensed consumer products, Hasbro. “This agreement will help us to unlock new categories and further unleash the potential of the Play-Doh brand. We cannot wait to roll out these new play experiences for consumers.” 

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