Imagine, if you will, a world where your child’s favourite rainbow-coloured modelling clay was once squelched into the crevices of grimy 1930s wallpaper. This isn’t a Blue Peter craft challenge gone wrong. It’s the bonkers origin story of Play-Doh, the accidental toy that cleaned up (literally) in more ways than one. Enter Kutol Products Company, a humble Cincinnati firm that concocted a doughy paste to scrub wallpaper clean. In the annals of corporate America and toy history, few tales are as delightfully unexpected as that of Play-Doh. It was a childhood staple that began it’s life scrubbing soot from wallpaper.

Let's embark on a colourful journey through time to uncover the serendipitous transformation of a humble wallpaper cleaner into an iconic plaything. This tale is not just about innovation but also about strategic pivots, marketing genius and a touch of serendipity.

**‘Kutol’s clever putty’ – The original MVP**

In the early 20th century, homes were commonly heated with coal which is a fuel notorious for producing copious amounts of soot. Homes were plagued by soot accumulation on walls. This grime would cling to walls and necessitating a method to clean wallpaper without causing damage. Our saga begins in 1933 Cincinnati (Ohio) where the Kutol Products Company, led by Noah McVicker, concocted a malleable dough-like substance to tackle a very specific problem – soot-stained wallpaper. Noah McVicker was a product developer at Kutol.

Source - kutol.com

Kutol Products is a Cincinnati-based soap company founded in 1912 who got into this cleaning business. Facing financial difficulties, Kutol struck a deal in 1933 with Kroger grocery stores to produce a ready-made wallpaper cleaner. Noah formulated a non-toxic malleable compound made from boric acid, flour, salt and water which effectively removed soot without harming the wallpaper. Kutol’s nontoxic and pliable cleaner allowed households to ‘dab away’ grime without damaging delicate wallpaper.

They were providing a gentle cleaning solution for delicate wallpapers. But by the 1950s, Kutol faced a crisis. The rise of postwar gas heating and vinyl wallpaper (wipe clean, darling!) rendered their product obsolete. Enter Joseph McVicker who was Noah’s nephew. He stumbled upon salvation via his sister-in-law and a nursery school teacher Kay Zufall. She’d used the cleaner as a modelling clay for her students who adored it. Cue the Hallelujah chorus. Little did they know, this was just the prelude to a much bigger story.

A product in peril

The post-World War II era ushered in significant changes in home heating systems. Families transitioned from coal to cleaner energy sources like gas or oil which led to a dramatic reduction in soot accumulation. Consequently, the demand for wallpaper cleaner plummeted and left Kutol Products in a precarious position. By the early 1950s, the company's flagship product was teetering on the brink of obsolescence.

From cleaner to clay

Innovation often springs from the most unexpected sources. In this case, it was Kay Zufall who was a nursery school teacher and sister-in-law to Joseph McVicker (son of Cleo McVicker who had negotiated the original wallpaper cleaner deal). She saw potential where others saw decline. Seeking an affordable and safe material for her students' craft projects, Kay stumbled upon the wallpaper cleaner. Upon noticing it’s non-toxic nature and pliability, she introduced it to her classroom as a modelling compound.

The children were enthralled and were moulding the putty into various shapes with glee. Recognising it’s potential, Kay suggested to Joseph that the product be reimagined as a children's toy and even coining the name ‘Play-Doh’. Kay Zufall read a magazine article suggesting Kutol’s cleaner as a safe modelling clay. Her students adored it.

Kay Zufall | nj.com

“They didn’t just play with it — they worshipped it”

…she wrote. Joseph, sensing salvation, stripped the cleaner’s detergents, added almond oil for scent (to mask the borax bitterness), and rebranded it Play-Doh in 1956.

The birth of Play-Doh

Embracing Kay's insight, Joseph McVicker and Kutol axed the cleaning chemicals, added a dash of almond scent (more on that later) and unleashed ‘Play-Doh’ onto unsuspecting tots. He established the Rainbow Crafts Company Inc. in the year 1956 to market the repurposed compound. Initially available only in white, Play-Doh soon expanded it’s palette to include red, yellow and then blue which allowed children to blend colours and expand their creative horizons. To gain traction in the market, McVicker sought the endorsement of influential children's television programs.

The rebrand was genius move with bright colours, cheeky packaging and a marketing blitz. A pivotal moment came when Bob Keeshan known to millions as Captain Kangaroo, featured Play-Doh on his show. This exposure catapulted Play-Doh into the national spotlight with sales soaring as a result. Launching a new product is never easy, especially with a limited advertising budget. But sometimes, all it takes is the right partnership. By 1958, they’d sold 900 tonnes annually. Not bad for a product once destined for the bin. The endorsement catapulted Play-Doh into the national spotlight with sales skyrocketing and the company struggling to keep up with demand. It's a classic example of influencer marketing before Instagram made it cool.

Evolution and expansion

The 1960s marked significant innovations for Play-Doh including the introduction of the Fun Factory which allowed children to extrude the compound into various shapes. It could turn dough into ‘spaghetti’ or ‘worms’. This not only enhanced the product's play value but also solidified it’s place in the toy market. Invented in 1960, it’s a rite of passage. But ask any parent: the real challenge is prying fossilised Play-Doh from it’s gears.

The product line expanded to include a variety of colours and themed playsets which was fostering creativity and imaginative play. This era also saw the expansion of the Play-Doh colour spectrum and the development of themed playsets, solidifying it’s status as a versatile and enduring toy.

By 1964, Rainbow Crafts was shipping over one million cans annually. Recognizing it’s potential, General Mills acquired the company in 1965. Subsequently, Play-Doh was marketed under the Kenner brand until Hasbro's acquisition. Hasbro, the current custodian, acquired Play-Doh in the year 1991, ensuring that this once-humble product remained a powerhouse in the toy industry.

By the year 1991, sales drooped as video games surged. Kenner’s response? Play-Doh Sparkle Compound (glitter-infused dough) and licensed kit’s like Barney & Friends. Critics called it gimmicky but kids called it awesome.

What’s in the Doh? – The secret recipe

Play-Doh’s recipe is a closely guarded secret, but we know it’s primarily borax (for elasticity), flour, salt and water. The exact proportions? Shrouded in mystery, like the Queen’s scone technique. Play-Doh’s is a recipe of Fort Knox quality. Rest assured, it’s nontoxic unless your dog fancies a nibble (high salt content = vet trips).

But in the year 2004, Hasbro (who bought Kenner Products, Play-Doh’s parent, in the year 1991) faced a lawsuit over wheat allergies. They clarified the dough contains wheat flour but is gluten-free that is a paradox explained by protein breakdown during cooking.

Trademarking a smell

One cannot discuss Play-Doh without mentioning it’s distinctive scent which is a unique blend that evokes childhood memories. In 2018, recognising the power of this olfactory hallmark, Hasbro successfully trademarked the Play-Doh scent by describing it as…

“A unique scent formed through the combination of a sweet slightly musky vanilla-like fragrance with slight overtones of cherry and the natural smell of a salted wheat-based dough".

Close your eyes and inhale. That tangy, sweet-salty aroma is deliberate. It’s the olfactory equivalent of childhood — take that, Yankee Candles. Neuroscientist Dr. Rachel Herz calls it as ‘olfactory Proustianism’ which is a smell that time-travels adults to childhood.

Eau de Play-Doh

For those yearning to carry the nostalgic aroma beyond the playroom, Demeter Fragrance Library collaborated with Hasbro in the year 2006 to create a Play-Doh-scented perfume. Marketed towards ‘highly-creative people, who seek a whimsical scent reminiscent of their childhood’, it allowed adults to indulge in a fragrant trip down memory lane.

Colour me impressed (but first, stain everything)

The original Play-Doh was white. Kids added food colouring leading to technicolour tragedies on carpets. In 1957, the company introduced pre-coloured versions in red, blue and yellow. Parents rejoiced and dry cleaners wept.

Captain Kangaroo’s infomercial coup

Joseph McVicker blitzed TV ads on Captain Kangaroo which was a children’s show watched by 1.5 million daily. Sales exploded at $3 million in 1958 (≈$32 million today). The jingle ‘Play-Doh, it’s fun to play with, not to eat!” became a generational earworm.

Bob Keeshan from Captain Kangaroo show

Rainbow capitalism

By 1960, Play-Doh had 7 colours and the iconic Play-Doh Fun Factory which was a press that extruded shapes. Clever cross-marketing with Mr. Potato Head (another Hasbro gem) cemented it’s toybox dominance.

Modern adaptations and marketing strategies - Play-Doh in the digital age

In today's fast-paced digital world, staying visible is a challenge for any brand. By embracing technological advancements, Play-Doh has evolved to remain relevant in the digital age. They have been capitalizing on current events and viral moments.

For instance, when the ‘Pizza Rat’ video went viral, Play-Doh's social media team quickly crafted their own Play-Doh Pizza Rat which began garnering significant engagement. Similarly, they recreated the ‘rainbow bagel’ trend using Play-Doh to showcase the brand's adaptability and keen sense of humour. These timely and playful content pieces have helped Play-Doh maintain it’s relevance across generations.

In the year 2016, Hasbro launched the Touch Shape to Life Studio which is an app that enables children to transform their Play-Doh creations into animated characters and blends tactile play with interactive technology. They even patented Play-Doh Touch Shape to Life Studio (2016) using apps to scan creations into digital games. However, it flopped.

“Kids preferred squishing to scanning”.

…admitted CEO Brian Goldner.

Hasbro leaned into YouTube by launching Play-Doh Animation channels where claymation Doh-dragons battled spaghetti monsters. In the digital age, Play-Doh has embraced technological advancements. Hasbro's strategic marketing campaigns have focused on creativity and nostalgia by targeting both children and adults who fondly remember Play-Doh from their own childhoods.

Ecowarrior era and sustainability hustle (2023)

Hasbro’s recent push? Sustainability. In 2020, Hasbro phased out plastic tubs for recyclable cans. In the year 2023, they launched recyclable tubs and a ‘DohVinci’ range using plant-based dyes. 2023’s Play-Doh Bloom line uses plant-based dyes. Yet, critics highlight the plastic packaging paradox.

“It’s a step but biodegradable dough? Now that’s revolutionary”.

…says ecotoy expert Dr. Lila Greening while purists grumble…

Pic credit - eBay

“It dries out faster!”

(Tip – Store it with a damp cloth because this works).

Eco-Doh – Plant-based dyes and recyclable cans. PR spin…

“For kids who care about carbon footprints (but still eat the Doh)”.

Corporate drama & scandals (since no empire is built without lawyers)

Play-Doh faced lawsuits with regard to their products. They were able to win against prosecution each time. Below are 2 famous cases.

Lawsuit 1 : “My Kid Ate Gluten!” (2004) – Play-Doh’s recipe uses wheat flour. Cue allergy lawsuit’s. Hasbro’s rebuttal was…

“It’s cooked so gluten’s neutralized!”

Science – 1 and helicopter parents – 0.

Lawsuit 2 : Phthalate panic (2015) – In the year 2015, a California mom sued them by claiming Play-Doh had ‘toxic’ chemicals. Soon, a US lawsuit alleged that Play-Doh contained phthalates. Hasbro swiftly debunked this by confirming compliance with global safety standards. Hasbro countered with third-party testing proving compliance with EU/US safety standards. Hasbro’s PR team publicly released third-party lab results.

Verdict – Case dismissed.

Stock price – Unbothered.

Crisis averted and the case fizzled out but not before it sparked debates on toy regulation.

Expert opinion on the accidental toy

Christopher Bensch, vice president of collections at the Strong National Museum of Play, aptly summarises Play-Doh's serendipitous journey as…

"It’s a tale of technological obsolescence with a happy ending. Fortunately, the sister-in-law realised it would make a better toy than a cleaning product. That turned the company’s fortunes around”.

Play-Doh’s viral legacy

Play-Doh isn’t just for tiny hands. It’s a pop culture titan. Play-Doh's enduring popularity is reflected in it’s accolades and cultural significance.

In the year 1998, it was inducted into The Strong's National Toy Hall of Fame solidifying it’s status as a timeless classic.

A Guinness World Records was achieved in the year 2019 with a 1.5-tonne Play-Doh snowman in Minnesota. It nabbed the ‘Largest Play-Doh Sculpture” record. It took 2,000 hours to sculpt him!

The largest Play-Doh sculpture by Jeff Koons

Jason Hackenwerth created colossal Play-Doh installations (see – 2019’s Doh Vinci at London’s Tate Modern).

Culinary misadventures were instigated via TikTok’s Play-DohChallenge where influencers ‘cook’ faux meals. Spoiler – It tastes like regret.

Eleanor Macnair was a sculptor who created erotic clay sculptures that went viral and baffled gallery curators.

Today, it’s distinctive scent which is a combination of sweet slightly musky vanilla-like fragrance with overtones of cherry, has become iconic and evokes nostalgia among generations.

What if Play-Doh had remained a cleaner?

Picture a parallel universe where toddlers ‘clean’ walls with azure blobs. Chaos? Absolutely. Yet, Play-Doh’s reinvention proves that brilliance lies in adaptability. As Joseph McVicker once quipped…

“We didn’t fail. We just found 10,000 ways it could be a toy”.

The great Play-Doh heist of 2007

In the year 2007, a disgruntled Hasbro employee stole $200k worth of Play-Doh and attempted to sell it by listing it on eBay. He was caught after buyers noticed the Hasbro logo. Narc’d by a toddler mom in Nebraska.

Smooth.

Innovation (or throwing Doh at the wall to see what sticks)

Failures – Play-Doh Cake Mountain from the year 2003 was a playset that ‘baked’ Doh cakes. Critics called it ‘fondant’s ugly cousin’. And then, Play-Doh Touch from the year 2016 was an app that scanned creations into digital games. It flopped harder than a Zoomer’s attention span.

Wins – DohVinci from the year 2015 was glitter-infused Doh for ‘designer’ sculpting. Basically, Crayola’s Glitter Glue on steroids. And then, Play-Doh Spa Day from the year 2020 was ‘squishy face masks’ for Gen Alpha. Revenue – Up 17%.

The road to $1B

Hasbro’s 2030 plan? Edible Play-Doh (pending FDA approval). Meanwhile, archivists preserve Joe McVicker’s original 1956 pitch deck…

Slide 1 – “Kids Love Grime. Trust Me”.

Fun facts and corporate quirks

In the early days, Play-Doh lacked a substantial advertising budget. To circumvent this, McVicker struck a deal with Bob Keeshan and offered him a 2% cut of sales in exchange for featuring Play-Doh on ‘Captain Kangaroo’. Keeshan agreed and the product was showcased multiple times a week which significantly boosted it’s popularity.

The original Play-Doh came only in off-white colour. Kids mixed in food colouring until 1957 when chromatic tubs debuted.

Since it’s rebranding as a toy, over two billion cans of Play-Doh have been sold worldwide. That's enough Doh to circle the globe multiple times!

Despite it’s nontoxic nature, Play-Doh's salty taste deters most children from consuming significant amounts which is a fortunate characteristic for a children's product.

Beyond children's play, Play-Doh has been used by artists to create intricate sculptures which shows it’s versatility as a modelling medium.

Play-Doh's distinctive scent is so iconic that Hasbro trademarked it. Described as a combination of sweet slightly musky vanilla-like fragrance with overtones of cherry and the natural smell of a salted wheat-based dough, it's a scent that transports many back to their childhood.

Play-Doh 2030?

Hasbro’s R&D lab is reportedly toying with edible Play-Doh (finally!) and temperature-sensitive dough that changes colour. Meanwhile, archivists fight to preserve vintage Play-Doh ads…digitally, of course.

Final squish – Your turn!

The story of Play-Doh is a testament to corporate adaptability, innovative marketing and the power of reimagining a product's purpose. From cleaning wallpapers to moulding young minds, Play-Doh's journey is a masterclass in turning challenges into opportunities. Play-Doh's transformation exemplifies the power of adaptability and creative thinking. It’s evolution over the decades coupled with continuous innovation and strategic marketing, has solidified it’s place in the hearts of millions and made it a timeless staple in the world of play.

Got a rogue Fun Factory in your attic? Share your vintage Play-Doh memories @Hasbro DohVolution. And remember that next time you sniff that sweet musky aroma, you’re inhaling a dusting of history. Now, go forth and sculpt your magnum opus (but maybe lay off the ‘Play-Doh sushi’ TikTok trend).

#playdoh #corporate #toy #product #fact #story #history #us #unitedstates #america