Play-Doh Celebrates 50 Years with Birth-Doh Sweeps
Hasbro’s iconic Play-Doh brand is celebrating 50 years with a yearlong “birth-doh” party, dangling a chance for consumers to win $50,000 through an instant-win promotion.
To help launch Play-Doh’s milestone, consumers can join the celebration and vie for a shot at cold hard cash. Consumers can find game pieces inside eight Play-Doh products— Pumper Crazy Cuts, Fuzzy Pet Parlor, Doggy Doctor, four-pack assortment, party pack in tube, party pack in bag, fun factory and Play-Doh Birthday Pack Bucket.
One grand-prize winner gets $50,000; 10 first-prize winners get $2,500. Five hundred second-prize winners will receive $50 online gift cards. The promotion ends March 31. On pack materials, print ads in Parenting and Child magazines and online materials support. Bozeman, MT-based Cottonwood Enterprises handles fulfillment.
“Play Doh has been around for 50 years,” said Angie Salem, director of marketing for Play Dough and Tonka. “It’s about shaping imaginations and modeling creativity. It’s about celebrating imagination and wanting consumers to celebrate…with us.”
Hasbro is boosting the Play-Doh brand with a new Web site. The site features a new “Fresh Ideas” section, which gives parents and children instructions on how to make Play-Doh flowers, a rainbow and other items.
During the yearlong celebration, Play-Doh will play up its brand equity with a line of new products, including the Play-Doh 50 colors pack, which will include six new pastel colors, and the Play-Doh birthday bucket, Salem said. Play-Doh plans to roll out a second consumer promotion tied to its birthday celebration this fall, she said.
To further celebrate the brand’s birthday, Warren Brown, host of Food Network’s Sugar Rush show, will make a celebratory “birth-doh” cake using Play-Doh as the main ingredient on Feb. 13 at the American International Toy Fair in New York City.
