Play-Doh, also known as Play-Dough, is a modeling compound for young children to make arts and crafts projects. The product was first manufactured in Cincinnati, Ohio, United States, as a wallpaper cleaner in the 1930s.[1] Play-Doh was then reworked and marketed to Cincinnati schools in the mid-1950s. Play-Doh was demonstrated at an educational convention in 1956 and prominent department stores opened retail accounts.[2]
Advertisements promoting Play-Doh on influential children's television shows in 1957 furthered the product's sales.[1] Since its launch on the toy market in the mid-1950s, Play-Doh has generated a considerable amount of ancillary merchandise such as the Fun Factory.[3]
History
Origin
Objects made out of Play-Doh
The non-toxic, non-staining, reusable modeling compound that came to be known as "Play-Doh" was a pliable, putty-like substance concocted by Noah McVicker of Cincinnati-based soap manufacturer Kutol Products. It was devised at the request of Kroger Grocery, which wanted a product that could clean coal residue from wallpaper.[4]
Following World War II, with the transition from coal-based home heating to natural gas and the resulting decrease in internal soot, and the introduction of washable vinyl-based wallpaper, the market for wallpaper cleaning putty decreased substantially. McVicker's nephew, Joe McVicker, joined Kutol with the remit to save the company from bankruptcy. Joe McVicker was the brother-in-law of nursery school teacher Kay Zufall, who had seen a newspaper article about making art projects with the wallpaper cleaning putty.[5] Her students enjoyed it, and she persuaded Noah McVicker (who also sold the putty) and Joe McVicker to manufacture it as a child’s toy.[5] Zufall and her husband came up with the name Play-Doh; Joe McVicker and his uncle Noah had wanted to call it "Rainbow Modeling Compound".[5]
Launch
Joe McVicker took Play-Doh to an educational convention for manufacturers of school supplies,[1] and Woodward & Lothrop, a department store in Washington, DC began selling the compound.[6] In 1956, the McVickers formed the Rainbow Crafts Company to make and sell Play-Doh.[7] Also in 1956, a three-pack of 7-ounce cans was added to the product line, and, after in-store demonstrations, Macy's of New York and Marshall Field's of Chicago opened retail accounts. In 1957, chemist Dr. Tien Liu reduced Play-Doh's salt content (thus allowing models to dry without losing their color), and Play-Doh ads were telecast on Captain Kangaroo, Ding Dong School, and Romper Room. In 1958, Play-Doh's sales reached nearly $3 million.[1]
Subsequent developments
In 1964, Play-Doh was exported to Britain, France, and Italy.[1] By 1965, Rainbow Crafts received a patent for Play-Doh.[8] Also in 1965, the food company General Mills bought Rainbow Crafts for $3 million.[1][6] In 1967, General Mills bought Kenner Products. In 1971, Rainbow Crafts and Kenner merged, and, in 1987, the Tonka Corporation bought the two. In the 1980s, its cardboard can (with a rust-prone metal bottom) was replaced with a more cost effective plastic container.[9] In 1991, Hasbro became the owner of Play-Doh, putting the compound under its Playskool brand, and continues to manufacture the product today.[1] In 1996, gold and silver were added to Play-Doh's palette to celebrate its 40th anniversary.[10]
More than two billion cans of Play-Doh were sold between 1955 and 2005,[1] and, in 2005, Play-Doh was being sold in 75 countries at 95 million cans a year.[1] In the United States, more than 6,000 stores carry Play-Doh.[11]
In 2003, the Toy Industry Association placed Play-Doh into its "Century of Toys List", a roll call of the 100 most memorable and most creative toys of the twentieth century.[13]
In late 2014, the company offered to replace the "Play-Doh Cake Mountain" playset's extruder tool, for free, after receiving complaints about the tool's "phallic shape".[14]
Scent
To mark Play-Doh's fiftieth anniversary, Demeter Fragrance Library created a limited-edition fragrance inspired by Play-Doh's distinctive odor for "highly-creative people, who seek a whimsical scent reminiscent of their childhood."[2][15][16]
In 2018, Hasbro registered Play-Doh's signature scent with the United States Patent and Trademark Office. It's described as a "combination of a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry, and the natural smell of a salted, wheat-based dough."[15][16]
Play-Doh packaging was briefly illustrated with children in the mid-1950s, but replaced by the Play-Doh Pixie, an elf mascot which, in 1960, was superseded by Play-Doh Pete, a smock and beret-wearing cartoonish boy.[1][17] By 1992, Play Doh Pete's beret was recolored in blue, and his eyes were given a more human look. Later in 2000, Play-Doh Pete's beret was replaced with a baseball cap. Play-Doh Pete later retired and was removed in 2003, lasting for 42 years.[1] Since 2012, the Doh-Dohs are the mascots.[18]
A petroleum additive gives the compound a smooth feel, and borax prevents mold from developing.[3] Play-Doh contains wheat and may cause allergic reactions in people who are allergic to wheat gluten. It is not intended to be eaten.[20]
Related merchandise
Play-Doh Fun Factory
In 1960, the Play-Doh Fun Factory (a toy press that extrudes the compound in various shapes) was invented by Bob Boggild and Bill Dale.[1] The Play-Doh Fuzzy Pumper Barber & Beauty Shop of 1977 and Mop Top Hair Shop of 1986 featured a figurine whose extruded "hair" could be styled.[citation needed]
In 1995, an educational software CD-ROM game, Play-Doh Creations was released.[citation needed]
In 2003, the Play-Doh Creativity Table was sold. Play-Doh related merchandise introduced during the 2007 anniversary year included the Play-Doh Birthday Bucket, the Play-Doh Fifty Colors Pack, the Fuzzy Pumper Crazy Cuts (a reworking of the 1977 Fuzzy Pumper Barber & Beauty Shop), and the Play-Doh Creativity Center.[3] In 2012, "Play-Doh Plus" was introduced. It is lighter, more pliable, and softer than regular Play-Doh.[citation needed]
On March 17, 2022, it was announced that a new animated film adaptation is in development at Entertainment One and its parent company Hasbro, Emily V. Gordon writing and Jon M. Chu producing and possibly directing.[22][23]
Series
A game show adaptation started streaming on Amazon Freevee (then known as IMDb TV) initially as a one-off holiday special on December 10, 2021 and later as a full-length series on November 11, 2022. It is hosted by Sarah Hyland.[24][25]
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