Buzz
Originally crafted in the 1950s, Play-Doh wasn’t designed as a children’s toy but as a wallpaper cleaner to remove soot from heating systems. However, as heating technologies advanced, the creators recognized its potential as a moldable material for kids. By 1956, they rebranded it as Play-Doh and introduced it to schools. Since then, children in more than 90 countries have been shaping it into imaginative creations and, occasionally, leaving traces on carpets.
This year, the iconic yellow Play-Doh canister was joined by a new companion: Play-Doh Plus. “Over the years, we’ve refined the traditional Play-Doh formula to enhance its softness and color vibrancy,” explains Gregory Lombardo, Senior Global Marketing Director for Play-Doh and other Hasbro brands. “However, this marks the first time we’ve developed an entirely new compound designed to complement the original Play-Doh.”
The idea for Play-Doh Plus emerged from a desire to make the treats crafted in the Sweet Shoppe playsets appear more lifelike. “We explored the possibility of creating a softer, lighter, and fluffier compound that could mimic the texture of icing and frosting,” Lombardo shares. This innovation aimed to elevate the realism of kids’ culinary creations.
Play-Doh’s internal chemistry team embarked on this mission. Instead of creating a new formula from scratch, they began with the existing compound—due to its specialized production expertise, as Lombardo notes—and made careful adjustments to its closely guarded recipe. Small experimental batches were sent to the design team, who tested the material for qualities like texture and adhesion. This iterative process involved constant collaboration between the chemistry and design teams to ensure the compound met performance standards without unwanted side effects.
The development of the new compound spanned approximately 18 months. Lombardo highlights the delicate nature of the chemistry, explaining that even minor changes could significantly alter the compound’s performance. Scaling up production presented additional challenges, as adjustments were needed to maintain consistency across larger batches. Lombardo compares it to cooking for a small group versus a large party, where the recipe must be fine-tuned. Despite these changes, the same machinery used for traditional Play-Doh was employed in producing Play-Doh Plus.
Play-Doh Plus debuted alongside the Sweet Treats line and has since expanded to other product ranges. The name “Play-Doh Plus” was chosen to reflect its ability to elevate creations and unlock new creative possibilities. Lombardo emphasizes that it enhances the Play-Doh experience, adding an extra dimension of creativity to the beloved toy.
