Play-Doh encourages adults to embrace messy play with Colour of the Year launch

Play-Doh has released a tongue-in-cheek documentary to celebrate its inaugural Colour of the Year – “Nemesis Grey”.

The three-minute film is hosted by Rylan Clark-Neal and features a pre-school panel of colour experts talking about their journey to identify the Play-Doh Colour of the Year 2021. Clark-Neal quickly discovers that “Nemesis Grey” is created by randomly mixing colours together – a sight that grown-ups are all too familiar with.

The Hasbro-owned brand has launched the Colour of the Year in celebration of its 65th anniversary this year and follows research that reveals that a quarter of parents (26 per cent) admit they never let their kids mix up their Play-Doh colours.

The research found that 53 per cent of parents believe they now spend more time playing with their children than they did before the first lockdown in March. However, it also discovered that 46 per cent of grownups are still reluctant to encourage ‘messy play’, with one in five adults saying that messy play makes them feel anxious and two in five wishing they ‘could let go more’ when playing with their children.

Rylan Clark-Neal, said:When Play-Doh invited me to work with them on their new Colour of the Year, I never imagined that I’d be presented with a mushed up grey ball by a four-year-old. But it turns out that this is the colour that children across the nation love to make when they mix their Play-Doh so who am I to judge their creative minds? And the best thing – parents won’t need to buy this colour because they’ve probably already got it in the back of their cupboard at home.”

Louisa Parast, marketing director at Play-Doh UK and Ireland, said: “In a year when families have done more home crafting than ever before, we know that there is still a hesitance from grown-ups to embrace the messiness of mixing up Play-Doh colours – it’s their nemesis.

“But as we move into a new year, we’re encouraging parents to embrace Nemesis Grey, not as an enemy, but as a colour that is bursting with their children’s creativity. After all, that’s what Play-Doh as a brand is all about.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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