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Play-Doh

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Play-Doh and the Fun Factory®

Play-Doh® is a non-toxic, non-staining modeling compound.[1][2] Its exact composition is a trade secret,[3] but its current manufacturer, Hasbro,[4] reveals it contains water, salt, and wheat flour.[1] Play-Doh's U.S. Patent 6,713,624 issued March 30, 2004[5] indicates the compound is essentially water, a starch-based binder, a retrogradation inhibitor, salt, lubricant, surfactant, preservative, hardener, humectant, fragrance, and color. [1]

The compound was originally a pliable, putty-like wallpaper cleaner[6] concocted by N. W. McVicker for the Cincinnati-based soap company Kutol Products.[2][4] McVicker's nephew, Joseph McVicker, joined the Kutol operation after World War II, and, when his school-teaching New Jersey sister-in-law wrote to tell him she had successfully used the wallpaper cleaner as a modeling compound with her students,[7][2] the McVickers reworked the product, named it Play-Doh, and formed a Kutol subsidiary called Rainbow Crafts Company, Inc. or, Rainbow Crafts to expressly manufacture the compound.[2][4]

Play-Doh was initially off-white,[8] packaged in 24 oz. containers,[6][1][3] and, in 1955, sold to Cincinnati area schools, kindergartens, and nursery schools.[2][3][8] In 1956,[1][6] smaller containers of various colors were produced,[1][6] and, when Play-Doh was demonstrated at an educational convention, the Woodward & Lothrop department store in Washington, D.C. opened a retail account[9][2][4][8] with Macy's in New York, and Marshall Field's in Chicago opening accounts shortly thereafter.[2] In the mid-1950s, packaging was briefly illustrated with children, but followed by a Peter Pan-like character.[2]

In 1957, Dr. Tien Liu improved the product by reducing its salt content, thus allowing models to dry faster without losing their color.[2] Three new colors - red, yellow, and blue - were added to the line and a three-can pack was made available.[8] Play-Doh television ads broadcast the same year on Captain Kangaroo, Ding Dong School, and Romper Room cultivated the toy's popularity.[2] In 1958, four-can packs of red, yellow, blue, and white were produced and introduced at the American Toy Fair.[8] Rainbow Crafts saw nearly $3 million in sales in 1958.[2]

In 1960,[1] the Play-Doh Fun Factory® (a toy press that extruded the compound in various shapes) was invented by Bob Bogill and Bill Dale,[2] and, the same year, Play-Doh's mascot Play-Doh Pete, a smock and beret-wearing boy, was created.[8] In 1963, two-ounce mini-cans of Play-Doh became available,[8] and, in 1964, Rainbow Crafts began exporting Play-Doh to England, France, and Italy.[2] In 1965, the McVickers were awarded U.S. Patent 3,167,440.[3], and, the same year, General Mills bought Rainbow Crafts and all rights to Play-Doh[4] for $3 million, placing it under its Kenner brand.[2]

Objects made of Play-Doh

In 1970, Play-Doh Pete's television ad was voted one of the top 100 commercials by Advertising Age.[8] In 1971, Rainbow Crafts and Kenner Products merged,[4][8] and, in 1972, the 500 millionth can of Play-Doh was produced.[2]

In 1983, four new colors were added to the original four (creating the Play-Doh Rainbow Pack),[8] and, in 1986, Play-Doh's cardboard can (with its prone-to-rust metal bottom) was scuttled for a more cost effective plastic container.[3][8] In 1987, the Tonka Corporation bought the Kenner subsidiary from General Mills.[9][8] In 1991, Hasbro became Play-Doh's owner, and placed the product with their Playskool division.[8] Hasbro manufactures Play-Doh today.[3][2][9] To celebrate the compound's fortieth anniversary in 1996, Hasbro introduced gold and silver to the product's palette.[8] Making its debut in 1996 was an educational software CD-ROM game, Play-Doh Creations,[8] and, in 1997, The Play-Doh Fuzzy Pumper Barber & Beauty Shop, a 1977 playset, was re-introduced.[8] The Fuzzy Pumper featured a figurine whose "hair" grew when extruded and could then be styled.[8]

In 2000, more than 100,000 votes in Play-Doh's "Colorful Campaign" determined that Rose Red, Purple Paradise, Garden Green, and Blue Lagoon were the public's favorite colors.[8] In 2002, Play-Doh Pete shucked his beret for a baseball cap.[8] In 2003, the Play-Doh Creativity Table, a workspace for Play-Doh, was made available.[8]

To celebrate Play-Doh's 50th anniversary in 2006, 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."[1][10][11] Other memorable moments in Play-Doh's anniversary year included instant-win promotions with a $50,000 grand prize, and, a larger-than-life birthday cake with more than 40 pounds of Play-Doh as its main ingredient baked at New York City's American International Toy Fair by Warren Brown, host of the Food Network show Sugar Rush.[11] Play-Doh related toys introduced during the anniversary year included the Play-Doh Birthday Bucket, the Play-Doh Fifty Colors Pack that included six new pastel colors,[8] and the Fuzzy Pumper Crazy Cuts (another reworking of the 1977 Fuzzy Pumper Barber & Beauty Shop), and the Play-Doh Creativity Center that included a Pick Up Stick to remove Play-Doh from surfaces.[11][8]

In 2003, the Toy Industry Association named Play-Doh to its Century of Toys List, a roll call commemorating the 100 most memorable and most creative toys of the 20th century.[12] National Play-Doh Day is September 18.[9] Two billion cans of Play-Doh have been sold since 1955[2][8] and, today, 95 million cans are produced annually[8] with the product being sold in more than 6,000 American stores and in more than 75 countries.[8]

References

  1. ^ a b c d e f g h Wilson, Tracy V.. "How Play-Doh Modeling Compound Works." How Stuff Works, n.d. Retrieved 30 October 2008.
  2. ^ a b c d e f g h i j k l m n o p q Walsh, Tim. Timeless Toys: Classic Toys and the Playmakers Who Created Them. Andrews McNeel Publishing, 2005.
  3. ^ a b c d e f Davbmn. "The 50 Year History of Play-Doh", 2006. Retrieved 30 October 2008.
  4. ^ a b c d e f Ohio History Central: "Rainbow Crafts Company, Inc.." Retrieved 30 October 2008.
  5. ^ Patent Storm Retrieved 9 November 2008
  6. ^ a b c d Waggoner, Susan. Under the Tree: the Toys and Treats That Made Christmas Special, 1930-1970. Stewart, Tabori & Chang, 2007.
  7. ^ Rich, Mark. Warman's 101 Greatest Baby Boomer Toys. kp books, 2005.
  8. ^ a b c d e f g h i j k l m n o p q r s t u v w x y Play-Doh Brand Modeling Compound History. Hasbro.com, 2008 Retrieved 10 November 2008.
  9. ^ a b c d Bellis, Mary. "Who Invented Play-Doh?" About.com, n.d. Retrieved 30 October 2008.
  10. ^ Demeter Fragrance Library Retrieved 9 November 2008.
  11. ^ a b c "Play-Doh Brand Modeling Compound Makes a Scent-Sational Debut as It Celebrates 50 Years." Business Wire, 1 May 2006. Retrieved 9 November 2008.
  12. ^ "Toy Industry Association Announces Its Century of Toys List." Business Wire, 21 January 2003. Retrieved 30 October 2008.
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