Kutol products have become the world's largest manufacturer of wallpaper cleaner in the early 20th century. However, wealth began to change in the 1950s. With the transition from dirty coal to cleaner oil, gas and electricity, soot accumulation on wallpaper is no longer a problem for many families.
Joseph McVicker was trying to turn the troubled company around when his sister-in-law read an article about how wallpaper cleaner was used in modeling projects. Sister-in-law Kay Zufall, a kindergarten teacher, tested this non-toxic material with the children, who like to make it into various shapes. She told McVicker about her discovery and even proposed a new name: Play Doh.
Play Doh advertisement 1975 (provided by Strong in Rochester, new york). "This is a story with outdated technology and a happy ending," said Christopher Bunch Qi, vice president of the collection department of the Strong National Theatre Museum in Rochester, new york. "Fortunately, my sister-in-law realized that this is better than cleaning supplies. This turned the company's fortunes around.
Of course, playing Doh modeling compounds today is a game time phenomenon. This accidental invention is now owned by Hasbro, and it has grown into a global franchise, which is not only a rite of passage for children, but also an opportunity for creation and entertainment. According to the statistics of Fortune magazine, DoH has sold more than 3 billion cans since 1956-year-old children's toys first appeared, which is eclipsed by the previous sales of wallpaper cleaner in light years. Over 700 million pounds of salt. Hasbro wrote on the Play Doh website: "According to urban legend, if you take out all the Play Doh complexes created in 1956 and put them in the playset of Play Doh Fun factory, you can make a snake that can circle the world 300 times." . Dough selected 1998 National Toy Hall of Fame. Except for the soft compound that we all know and love,
Our product line has developed into a craft toy system, including doll touch, doll kitchen creation, doll modeling and learning, doll artistic creation, and so on. There are also some co-brand extensions, including My Pony, Princess Disney, Star Wars and Disney's frozen characters and game sets. Don't forget those new compounds that have just entered the market, such as putty, foam, mucus, cloud and Crackel! In the past few years, we have seen that more and more children are eager for new ways to express their creativity. Cultural trends, such as viral mucus, have become one of today's children and teenagers, which will help stimulate the launch this year, "Adam Kleinman, vice president of global brand marketing of Ha *** ro, said in an interview with The Huffington Post in September.
At first, white was only available in 1956, and Play Doh quickly expanded to include basic colors of red, blue and yellow. Now there are many colors for sale, including roses, purple paradise, garden green and blue lagoon. The putty line includes metallic color and flashing color. Over time, this recipe has undergone some minor modifications. On one occasion, the amount of salt was reduced, so that the product would not dry so quickly. However, in most cases, the mixture remains unchanged.
Play Doh homemade restaurant, 1989 (provided by strong in Rochester, new york), 1980 (provided by strong in Rochester, new york), 1980 (provided by strong in Rochester, new york), 1960. For the students in the nursery, she is looking for a suitable substitute to replace clay, which may be dirty and difficult for young hands. Zufar read an article about using wallpaper cleaner for holiday decoration, and he thought it might be a scam. As the production scale has been reduced, it is difficult for her to find containers made of Kutol products.
"The wallpaper cleaner has been eliminated," Benshi said. "At this point, Kutter is running out."
Zufuer then brought her findings to McVicker, who set up a subsidiary of Rainbow Arts and Crafts Company. He began to promote his old products with the new name suggested by Zufar and her husband Robert. Woodford & Department Store, Washington, DC; Los Rop was the first company to run Play Doh. Macy's Department Store and Marshall Field Department Store soon became interested in this toy and began to sell it. 1958, when Play Doh appeared in TV advertisements of Captain Kangaroo, Ding Dong School and Romper Room.
Sales soared. Captain, played by Bob Kishan, talks about this product twice a week in his program, earning 2% sales.
"There was never a contract, but the deal lasted for several years," Benshi said. "Captain Kangaroo is the cheerleader of this product."
With the launch of Play Doh Fun Factory, the product line was expanded in 1960. Play Doh Fun Factory is a toy press that can pump compounds out of different shapes. Other product line extensions include animal ark, restaurant and Dr. drill &; Filling, although no factory has the lasting ability of Fun factory, which is still on sale today.
McVicker applied for the patent of Play Doh on 1956, and obtained the patent on196565438+1October 26th. In the same year, rainbow crafts were sold to General Mills. Hasbro acquired the brand at 199 1.
One of the more pleasant features of Play Doh is its unique smell. Anyone who opens a can of plastic packaging material can easily recognize its olfactory characteristics. Children of all ages can feel a fresh fragrance, which is emitted by a non-toxic mixture of flour, water, salt, borax and mineral oil. "KDSPE" is to celebrate the 50th anniversary of the establishment of the Ministry of Health. Hasbro introduced a smell, just like a compound. (Davie Cooper/Toronto movie star via Getty Images) In 2006, Hasbro even made a Play Doh perfume as a toy to commemorate the 50th anniversary of the product. It cooperated with Demeter Perfume Company to create a brand-new canned perfume.
"This is a great stunt talent, but I don't think it has more," Benxi said.
In order to maintain its unique spicy taste, Hasbro applied for trademark protection on 20 17, claiming that the product has "unique fragrance, which is a combination of the natural fragrance of sweet, slightly musk, vanilla, slightly cherry and salty wheat dough." The company obtained the trademark on May, 2065438 18.
This unique smell can make people go back in time. Benshi recalled that he participated in the Toy Fair in new york in 2004, which was the biggest market activity in the youth entertainment industry.
"We must try to attract people to our booth. When the fragrance hits their faces, they will open their eyes and you can see the furtive expression in their eyes. " Just like when they were seven years old, the clock returned to its original appearance. "