NEWS

Hasbro launches Play-doh marketing initiative for summer

Published on: 3rd August 2021

Play-Doh has announced a Home Protection Service scheme designed to take the stress out of creating mess and encouraging kids to unleash their creativity.

Available to families in England, Scotland and Wales from today, the Play-Doh Home Protection Service will provide grown-ups with everything they need to allow their kids to enjoy messy play without the stress, providing the perfect environment for creative freedom.

The new offering comes in response to research of 1,000 UK adults which found that “can I get the Play-Doh out?” appeared in the top five most dreaded questions kids ask their parents. However, three in five parents agreed that messy play is good for their child’s development, with 58% adding that it fuels their imagination, and 53% saying it allows them to express themselves.

Families can apply to trial the service in their homes here. For those that are successful, a team of Play-Doh’s Home Protection squad will rise to the emergency through a theatrical experience and install a fun and colourful playroom designed to keep playtime chaos under control. DIY kits are also available, containing aprons, tablecloths, certification of Play-Doh proofing credentials and Play-Doh products to try out.

Anne Leonhardi, marketing director for Hasbro North Europe, commented: “In an age where people assume kids are glued to screens and aspiring to be social media stars, it’s pleasing to see they’re just as likely to be gluing glitter and modelling dough. We understand parents’ hesitancy to get Play-Doh out of the cupboard, and the headache it can create – especially with kids having spent more time at home than ever before – which is why we’re trialing the Home Protection Service in response to the findings; a scheme designed to take the stress out of creating mess and encouraging kids to unleash their creativity this summer”.

Play-Doh’s new Home Protection Service already has the stamp of approval from celebrity parents, including McFly’s Harry Judd, TV personality Ferne McCann, Author and TV presenter Candice Brathwaite and comedi-Mum Sophie McCartney, who have welcomed the service into their homes.

For more information on the Play-Doh Home Protection Service , visit the website here.

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