ToyNews Toy industry news: business, marketing, retail, wholesale and distribution
Hasbro has partnered with the London-based department store Selfridges for a ‘larger than life’ Christmas window display featuring the arts and craft brand Play-Doh.
As part of the firm’s initiative to ‘bring the Play-Doh brand to life throughout the year’, the partnership also sees the arts and craft range take up permanent residency in the store’s new toy department, including an interactive Play-Doh Pick and Mix Station and Activity Table.
Louise Haywood, national account executive, Hasbro, said: "The Christmas window is part of the plan to bring the brand to life though out the year.
"The window demonstrates just what can be made with Play-Doh. Our aim is to showcase this to everyone and inspire them to let their imagination run wild with Play-Doh this Christmas.
"We are extremely proud that we were able to use Play-Doh to make an impactful Christmas scene for Selfridge’s world-famous window displays. The scene is a great example of the amazing type of creations you can make with Play-Doh. It looks fantastic."
The display was constructed by Selfridges’ own creative team, tasked with producing a concept that that showcases gifts on a large scale.
Haywood added: "I would like to thank Selfridges for partnering with us to make this possible. I hope everyone who sees the window is as inspired as I am to go and make Play-Doh Ski Slope and Snowmen."
