Play-Doh brand to expand with new creative experiences

Hasbro has joined forces with Horizon Group USA to expand on the Play-Doh brand’s product portfolio through complementary creative play experiences.

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

“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,” commented Tamara Grindrod, global play leader and svp, creativity and Play-Doh brand at Hasbro. “This strategic agreement with Horizon Group USA allows us to build upon Play-Doh’s portfolio for more hands on Play-Doh play time to create meaningful, imaginative and memorable experiences.”

Bradley Bowman, senior director, global toy, licensed consumer products at Hasbro, continued: “This agreement will help us to unlock brand new categories and further unleash the potential of the Play-Doh brand. We cannot wait to roll out these new play experiences for consumers.”

Evan Buzzerio, partner and chief strategic officer at Horizon Group USA, added: “Combining our deep category expertise and trend-forward products with the legacy of the Play-Doh brand will elevate the compound category even further. 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.”

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