Imagine, if you will, a world where your child’s favourite rainbow-coloured modelling clay was once squelched into the crevices of grimy 1930s wallpapers. They were used to clean the wallpapers of homes. Can't believe? This isn’t a Blue Peter craft challenge gone wrong. Back then, the product had a whole different job description. It is the bonkers origin story of Play-Doh, the accidental toy that cleaned up (literally) in more ways than one. But who could do such an injustice to a flexible toy! Enter Kutol Products Company, a humble Cincinnati firm that concocted a doughy paste to scrub wallpaper clean. Before Play-Doh was a toy, it was a domestic utility item. In the annals of corporate America and toy history, few tales are as delightfully unexpected as that of Play-Doh. The product was intended for something else and it ended up doing something else as time rolled by. It was a childhood staple that began it’s life scrubbing soot from wallpaper. It was the best wallpaper cleaner of that era.
Let us embark on a colourful journey through time to uncover the serendipitous transformation of a humble wallpaper cleaner into an iconic plaything. The most amazing domestic product in the 1930's in keeping your walls tidy. This tale is not just about innovation but also about strategic pivots, marketing genius and a touch of serendipity. You'll learn as you read along.
Table of contents
‘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. If you ever found coal and ignited it, you would know this. Homes were plagued by soot's accumulation on walls. To clean the walls clear, homes had wallpaper but now the soot would adhere to the paper. This grime would cling to walls or wallpaper and necessitated a method to clean wallpaper without causing damage. Hence, the company came up with the ingenious material used in Play-Doh. 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 which was a soot-stained wallpaper. Soot on walls and wallpaper was not only making the home untidy but was also harmful to health. You didn't want it linger inside your homes. Noah McVicker was a product developer at Kutol. It was his invention that helped millions of people tackle the indoor soot problem.
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| Source - kutol.com |
Kutol Products is a Cincinnati-based soap company founded in the year 1912 who got into this particular cleaning business. They had a reason for doing so. Facing financial difficulties, Kutol struck a deal in 1933 with Kroger grocery stores to produce a ready-made wallpaper cleaner. The product would stick to soot and could be used to clearing them off. Noah formulated a non-toxic malleable compound made from boric acid, flour, salt and water which effectively removed soot without harming the wallpaper. It would bond with the soot and comes off along when removed from the wallpaper. Kutol’s non-toxic and pliable cleaner allowed households to ‘dab away’ grime without damaging delicate wallpaper. It was a highly useful home product immediately.
They were providing a gentle cleaning solution for delicate
wallpapers. I don't want to tear the wallpapers of my home while cleaning them and so did the 1930s residents. But by the 1950s, Kutol faced a crisis. A forecast of their products being doomed was imminent. The rise of post-war gas
heating and vinyl wallpaper (wipe clean, darling!) rendered their product absolutely obsolete. You just had to rub the soot off from the wallpaper which were innovated by then. Enter Joseph McVicker who was Noah’s nephew. The man would resurrect the dying product. He stumbled upon
salvation via his sister-in-law and a nursery school teacher named Kay Zufall. It was because of her that Vicker had an idea to breathe life into his company's product. She would use the cleaner as a modelling clay for her students who adored it. The kids would make shapes out of them and used them as playthings. Cue the
Hallelujah chorus! When she told him this, he improvised on it. Little did they know, this was just the prelude to a much
bigger story. You see where this is going, don't you? Good.
A product in peril
The post-World War II era ushered in significant changes in
home heating systems. Newer technology were appearing everywhere and more efficient systems were coming into order. Families transitioned from coal to cleaner energy sources
like gas or oil which led to a dramatic reduction in soot accumulation. These items produced less smoke and soot. They were friendlier to health than coal. Also, wallpapers came in vinyl which wouldn't let soot stick to it. The little soot that even made it on to the wallpapers could simply be wiped off and it was good as new again. Consequently, the demand for wallpaper cleaner plummeted and left Kutol
Products in a precarious position. Their sales began to plummet and they didn't know what to do. By the early 1950s, the company's flagship
product was teetering on the brink of obsolescence. They didn't have an alternative and were looking at bankruptcy in the face.
From cleaner to clay
Innovation often springs from the most unexpected sources. They show up and only the keen opportunists can find them. 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). The woman was doing something else with the Kutol product instead of using it for cleaning wallpapers as intended. She saw a potential where others saw decline. It made her a passive marketing genius. Seeking an affordable and safe material for her students' craft projects, Kay stumbled upon the wallpaper cleaner. The teacher felt this could be used by children in crafting lessons. Upon noticing it’s non-toxic nature and pliability, she introduced it to her classroom as a modelling compound. Suddenly, it made her classes exciting.
The children were enthralled and were moulding the putty into various shapes with glee. They had a new toy to play and designing on it was absolute joy. 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’. It was the ultimate work around for the dying product. Kay Zufall had also read a magazine article suggesting Kutol’s cleaner as a safe modelling clay. Her class found the product useful. Her students adored it. They were unable to find anything else that would be this convenient.
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| Kay Zufall | nj.com |
“They didn’t just play with it — they worshipped it!”
…she wrote. She was happy that her students had the perfect item to experiment their modelling on. 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 company never went bankrupt as it was supposed to go because of Play-Doh.
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. This new innovation with the product had to work, based on the sample from Kay's students. He established the Rainbow Crafts Company Inc. in the year 1956 to market the repurposed compound. Now, they had to wait and watch the market. The results were rebounding success. 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. As success repeated favourably, they had to expand and infuse options into the product. To gain traction in the market, McVicker sought the endorsement of influential children's television programmes too. With their assistance, Play-Doh was expected to blaze the market.
The rebrand was genius move with bright colours, cheeky packaging and a marketing blitz. Kutol's adaptation changed the entire game. A pivotal moment came when Bob Keeshan known to millions as Captain Kangaroo, featured Play-Doh on his show. It gave national publicity to a new toy. This exposure catapulted Play-Doh into the national spotlight with sales soaring as a result. People began to know Play-Doh and buy it everywhere across the country. Launching a new product is never easy, especially with a limited advertising budget. New products come packaged with apprehensions since consumers rely on well-established products. But sometimes, all it takes is the right partnership. That magical touch is enough to revolutionize the company's future. By 1958, they were selling 900 tonnes of Play-Doh annually. This was a big achievement for a new product back then. Not bad for a product once destined for the bin. It came as close as possible to the rim of the bin. The endorsement from Captain Kangaroo catapulted Play-Doh into greatness with sales skyrocketing and the company struggling to keep up with all the demand. This was the perfect fuel for a long travel. It is a classic example of influencer marketing before Instagram made it cool. The endorsement became historic.
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. The product was heading into the future. It could turn dough into ‘spaghetti’ or ‘worms’. Children were loving the Fun Factory toy. This not only enhanced the product's play value but also solidified it’s place in the toy market. Play-Doh was easily available in the market by now. Invented in 1960, it’s a rite of passage. It took over homes with kids in it. But ask any parent - the real challenge is prying fossilised Play-Doh from it’s gears. Ohh it was a real pain!
The product line expanded to include a variety of colours and themed playsets which was fostering creativity and imaginative play. You could do more with Play-Doh now. Different colours raised the curiosity of what other colours could be collected. This era also saw the expansion of the Play-Doh colour spectrum and the development of themed playsets. Play-Doh's status as a versatile and enduring toy was garnering strength in the toy market.
By the year 1964, Rainbow Crafts was shipping over one million cans annually. The company valuation was gunning high. Recognizing it’s potential, General Mills acquired the company in the year 1965. With that came new leadership that would now market Play-Doh. Subsequently, Play-Doh was marketed under the Kenner brand until Hasbro's acquisition later on. Play-Doh again changed hands. Hasbro, the current custodian, acquired Play-Doh in the year 1991, ensuring that this once-humble product remained a powerhouse in the toy industry. They are able to keep the product's momentum going even today.
By the year 1991, sales drooped as video games surged. Children were moving on from toys suddenly and not just Play-Doh. Kenner’s response? Play-Doh Sparkle Compound (glitter-infused dough) and licensed kits like Barney & Friends. They were successful in retaining the love of kids for Play-Doh again. Critics called it gimmicky but kids called it awesome. Play-Doh survived this onslaught too.
What is in the Doh? – The secret recipe
Play-Doh’s recipe is a closely guarded secret but we know that it is primarily borax (for elasticity), flour, salt and water. That much could be deciphered by the public. The exact proportions? Shrouded in mystery like the Queen’s scone technique. It has become a challenge to crack the code but the code is well encrypted. Play-Doh’s is a recipe of Fort Knox quality. No one is getting it for sure. Rest assured, it is non-toxic unless your dog fancies a nibble (high salt content = vet trips). Be careful with it around your pet, my friends.
But in the year 2004, Hasbro (who bought Kenner Products, Play-Doh’s parent, in the year 1991) faced a lawsuit over wheat allergies. The public were made frantic with such a claim. However, Play-Doh clarified the dough contains wheat flour but is gluten-free that is a paradox explained by protein breakdown during cooking. The ended up countering the lawsuit successfully.
Trademarking a smell
One cannot discuss Play-Doh without mentioning it’s
distinctive scent which is a unique blend that evokes childhood memories. It has got that amazing fragrance that is so lovely. In the year 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".
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Close your eyes and inhale the Play-Doh's scent. That tangy sweet-salty aroma is deliberate. The fragrance evokes happy feelings. It is the olfactory equivalent of childhood — take that, Yankee Candles. A lot of sentiments are attached to the toy for adults who were once playing with toy as kids. Neuroscientist Dr. Rachel Herz calls it as ‘olfactory proustianism’ which is a smell that time-travels adults to childhood. The nostalgia is emotional and hard-hitting.
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. It is available in the market for fans of the Play-Doh. 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. I am sure that it possibly sells really well even today.
Colour me impressed (but first, stain everything)
The original Play-Doh was white. It was all abstract. Kids added food colouring
leading to technicolour tragedies on carpets. Noticing from feedbacks, the company turned into the direction of making Play-Doh in other colours. In the year 1957, the company introduced
pre-coloured versions in red, blue and yellow. Now, children didn't have to use food colouring on the material and spilling the colours everywhere. Parents rejoiced and dry
cleaners wept. The Play-Doh was just innovated.
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. It was a brilliant corporate move that shouldn't have been missed. It changed the company's fate itself. Sales exploded at $3 million in the year 1958 (≈$32 million today). Play-Doh couldn't keep up with the surging demand from all over the nation. The jingle ‘Play-Doh, it’s fun to play with, not to eat!” became a generational earworm. It was, you could say, "viral"?
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| Bob Keeshan from Captain Kangaroo show |
Rainbow capitalism
By the year 1960, Play-Doh had 7 colours and the iconic Play-Doh Fun Factory which was a press that extruded shapes. They must aimed at producing a rainbow spectrum of Play-Doh. A clever cross-marketing with Mr. Potato Head (another Hasbro gem) cemented it’s toybox dominance. Play-Doh became one of the strongest leaders in the toy market.
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. If you aren't online as a business, you don't exist. By embracing technological advancements, Play-Doh has evolved to remain relevant in the digital age too. Play-Doh had to adapt and couldn't remain half-a-century ago. They have been capitalizing on current events and viral moments. They got online.
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. Soon, Play-Doh was getting into the internet trends. Similarly, they recreated the ‘rainbow bagel’ trend using Play-Doh to showcase the brand's adaptability and keen sense of humour. It worked greatly in favour. These timely and playful content pieces have helped Play-Doh maintain it’s relevance across generations. It is a flexible toy through the ages.
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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. It became an immediate target to the now Alpha-generation kids. They even patented Play-Doh Touch Shape to Life Studio (2016) using apps to scan creations into digital games. They expected thumping success because it was really innovative. However, it flopped. The market rejected Touch Shape to Life Studio.
“Kids preferred squishing to scanning”.
…admitted CEO Brian Goldner. They had to take it off production now.
Hasbro leaned into YouTube by launching Play-Doh Animation channels where claymation Doh-dragons battled spaghetti monsters. This kind of presence would ensure that Play-Doh remained relevant in the internet world. In the digital age, Play-Doh has embraced technological advancements. There is no powerful alternative than the internet today. 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. They are doing well today.
Ecowarrior era and sustainability hustle (2023)
Hasbro’s recent push? Sustainability. Oh and they are really serious about it. In the year 2020, Hasbro phased out plastic tubs for recyclable cans. They are gunning for recycling which would make sustenance a reality. In the year 2023, they launched recyclable tubs and a ‘DohVinci’ range using plant-based dyes. That would contribute to greenery upon decay. 2023’s Play-Doh Bloom line uses plant-based dyes. They aren't looking back in their sustainability venture. Yet, critics highlight the plastic packaging paradox. I am sure that Play-Doh is aware too and working on resolving it.
“It’s a step but biodegradable dough? Now that’s revolutionary”.
…says ecotoy expert Dr. Lila Greening while purists grumble…
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| Pic credit - eBay |
“It dries out faster!”
(Tip – Store it with a damp cloth because this works). People are ready to critic anything these days.
Eco-Doh – Plant-based dyes and recyclable cans. They will ensure the least amount of impact on the environment when all the playing is done. 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. Accusations were made by members of the public about the ill-effects of Play-Doh. They
were able to win against prosecution each time. The allegations were proven to be nothing in courts of law. Below are 2 famous cases of allegations against Play-Doh...
Lawsuit 1 : “My Kid Ate Gluten!” (2004) – Play-Doh’s recipe uses wheat flour. Children would lick or nibble on Play-Doh since the different colours make them seem edible. Cue allergy lawsuits. Any illness kids developed could be now conveniently directed at Play-Doh. Hasbro’s rebuttal was…
“It’s cooked so gluten’s neutralized!”
Science – 1 and helicopter parents – 0. You can't beat the science with pseudoscience.
Lawsuit 2 : Phthalate panic (2015) – In the year 2015, a California mom sued them by claiming Play-Doh had ‘toxic’ chemicals. She was able to initiate legal services to side with her claims. Soon, a US lawsuit alleged that Play-Doh contained phthalates. The message was beginning to spread and was destined to harm the company's reputation. Hasbro swiftly debunked this by confirming compliance with global safety standards. Legall and logically, you cannot introduce products into the market without multiple approvals and vouching from industry experts. Hasbro countered with third-party testing proving compliance with EU/US safety standards. They went ahead with an intelligent action too. Hasbro’s PR team publicly released third-party lab results. Now, anyone could verify the product itself vis-a-vis these certifications and confirm if Play-Doh had toxins or not.
Verdict – Case dismissed.
Stock price – Unbothered.
Crisis averted and the case fizzled out but not before it sparked debates on toy regulation. Well, never mind because that would be another long story.
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. The product has established itself as an incredible part of life itself. It is a pop culture titan by now.
Play-Doh's enduring popularity is reflected in it’s accolades and cultural
significance. Some of them are listed under.
- In the year 1998, it was inducted into The Strong's National Toy Hall of Fame solidifying it’s status as a timeless classic. It was a prestigious accomplishment to make it there.
- A Guinness World Records was achieved in the year 2019 with a 1.5-tonne Play-Doh snowman in Minnesota. To make it to the record books meant a global acclaim. It nabbed the ‘Largest Play-Doh Sculpture” record. The structure still holds the record unbroken. It took 2,000 hours to sculpt him. That is a period upto 3 months, WOW!
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| 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). I mean, you can google it.
- Culinary misadventures were instigated via TikTok’s Play-DohChallenge where influencers ‘cook’ faux meals. They were incredibly challenging and fun due to the tiny sizes. Spoiler – It tastes like regret. Don't eat it.
- Eleanor Macnair was a sculptor who created erotic clay sculptures that went amazingly viral and baffled gallery curators. The Play-Doh really achieved wonderful things.
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. There is no other modelling or moulding play item like the Play -Doh.
What if Play-Doh had remained a cleaner?
Picture a parallel universe where toddlers ‘clean’
walls with azure blobs. Ha ha! Chaos? Absolutely. Those residents of the 1930s would find it difficult to believe that their wallpaper cleaner never died. 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 $200,000 worth of Play-Doh and attempted to sell it by listing it on eBay. He was actively committing a crime with a child's plaything. He was caught
after buyers noticed the Hasbro logo. Narc’d by a toddler mom in Nebraska. That was his crime's end.
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. It didn't go well. Critics called it ‘fondant’s
ugly cousin’. So, that was done away from the market. And then, Play-Doh's Touch to Life Studio from the year 2016 was an app that
scanned creations into digital games. That was a disaster and never took off. It flopped harder than a Zoomer’s
attention span. They were growing successful with every innovation until then.
Wins – DohVinci from the year 2015 was glitter-infused Doh for ‘designer’ sculpting. Little girls love glitter. Basically, Crayola’s Glitter Glue on steroids. So this did well in the market. And then, Play-Doh Spa Day from the year 2020 was ‘squishy face masks’ for Gen Alpha. It hit it's intended target. Revenue – Up 17%. Nice.
The road to $1B
Hasbro’s 2030 plan? Edible Play-Doh (pending FDA approval). That is venturing into unknown territory if you ask me. I play with my food or I can eat my toy. Crazy! 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. They had a great product for the market and they had no funding to back it up. 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’. It was a magical blessing. Keeshan agreed and the product was showcased multiple times a week which significantly boosted it’s popularity. It made both parties wealthy.
- The original Play-Doh came only in off-white colour. There was no other choice. Kids mixed in food colouring until 1957. It was then when chromatic tubs debuted. And since, Play-Doh were available in colours.
- Since it’s rebranding as a toy, over 2 billion cans of Play-Doh have been sold worldwide. A huge achievement in the corporate world for rebranded toys. That is enough Doh to circle the globe few times! Hmmm, I wonder how it would be.
- Despite it’s non-toxic nature, Play-Doh's salty taste deters most children from consuming significant amounts which is a fortunate characteristic for a children's product. Kids have a tendency to ingest food-like items and that deterrent is necessary.
- Beyond children's play, Play-Doh has been used by artists to create intricate sculptures which shows it’s versatility as a modelling medium. While kids dabble in funny moulds, adults make complicated figures with the Doh. They would even sell the beautiful ones.
- Play-Doh's distinctive scent is so iconic that Hasbro trademarked it. It had to be done so that it would be distinct and no one else could forge or steal. 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. I love the smell of Play-Doh myself.
Play-Doh 2030?
Hasbro’s R&D lab is reportedly toying with edible Play-Doh (finally!) and temperature-sensitive dough that changes colour. The idea seems remarkably wonderful! Meanwhile, archivists fight to preserve vintage Play-Doh ads…digitally, of course. They hate changing the product entirely into something else with the same purpose of children's entertainment and hobby.
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. Situations change and products have to adapt. From cleaning wallpapers to moulding young minds, Play-Doh's journey is a masterclass in turning challenges into opportunities. What a journey, what a story! Play-Doh's transformation exemplifies the power of creative thinking blended with quick work towards embracing change. It’s evolution over the decades coupled with continuous innovation and strategic marketing, has gone deep into the hearts of millions and made it a timeless staple in the world of play. Now the product is going to be a 100 years old in the next 5 years. Truly a master in the toy industry!
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
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