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Hasbro unveils Play-Doh Builder taking the brand into licensed construction play-sets

Hasbro is moving in on the construction category with the introduction of Play-Doh Builder, a new range from the arts and crafts focused brand that will allow kids to create their own constructed play-sets. The new range will launch in the US and globally this month with both classic building sets, and licensed lines.

Leading the charge under the licensed offering is Nickelodeon’s SpongeBob SquarePants and DreamWorks Animation’s Trolls. These will be joined by the classically-themed treehouse and ice cream stand building sets. Each kit includes Play-Doh, tools to construct the play-set, decorations, and plastic figures to play with.

“Play-Doh Builder really came out of the insight that kids want to see their creations come to life,” said Kate Martino, Hasbro’s senior director of brand strategy and marketing for Play-Doh. “It’s a little more difficult to build in 3D with a compound like Play-Doh, but the range comes with tools that make it possible.”

With the Play-Doh Builder sets, kids can roll their Play-Doh into sheets, use molds to cut out shapes that can then be folded into each other to create structures. Bigger buildings in the range will come with a plastic frame to help support the Play-Doh, reports Kidscreen.

However, Hasbro has underlined that the majority of the play-set will be Play-Doh, highlighting that it wanted to ‘make sure the essence of the compound was still there.’

The first SKUs will hit shelves globally this month, with additional products launching in October. The range is available for US$4 to US$14.99 at major retailers.

Martino says Hasbro plans to continue to build out the line with new licensing partners. The toymaker is looking for brands that appeal to the younger set and feature instantly recognizable buildings.

“If there is a structure that’s really synonymous with a character, that’s what the team is looking for,” she said.

Play-Doh Builder will expand in 2021 with new items and new partners.

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