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The classic molding compound is making its way to licensed construction for the first time.
August 24, 2020
Hasbro is expanding its Play-Doh brand into the construction category with Play-Doh Builder, a new range that lets kids use the molding compound to create playsets, according to Kidscreen.
Each kit will include Play-Doh, tools to construct the playset, decorations and plastic figures. There will be buildings like treehouses and ice cream stands as well as holiday-themed kits and licensed offerings featuring brands like Nickelodeon’s “SpongeBob SquarePants” and DreamWorks Animation’s “Trolls.”
“Play-Doh Builder really came out of the insight that kids want to see their creations come to life,” says Kate Martino, senior director, brand strategy and marketing for Play-Doh, Hasbro. “It’s a little more difficult to build in 3D with a compound like Play-Doh, but the range comes with tools that make it possible. The majority of the structure is Play-Doh. We wanted to make sure the essence of the compound was still there.”
Hasbro is planning to continue to build out the line with new licensing partners and they are currently looking for brands that appeal to younger demographics.
“It’s really about bringing those memorable buildings to life,” says Martino. “If there is a structure that’s really synonymous with a character, that’s what the team is looking for.”
Play-Doh Builder will expand in 2021 with new items and new partners, and Martino says
The first SKUs will hit shelves globally this month. Additional products will launch in October.
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