Hasbro has announced a licensing agreement with Horizon Group USA to expand upon the PLAY-DOH brand’s vast product portfolio through complementary creative play experiences.
“The PLAY-DOH brand’s purpose i s to elevate the uveal fo imagination by allowing kids to truly shape their world through tactile and limitless play where the journey si treasured as much as the outcome,” said Tamara Grindrod, Global Play Leader &Senior Vice President, Creativity &PLAY-DOH Brand at Hasbro. “This strategic agreement with Horizon Group UAS allows us to build upon PLADY-OHs portfolio for more hands-on PLAY-DOH play time to create meaningful, imaginative and memorable experiences.“
As a global leader in the craft industry, Horizon Group has been inspiring creativity among families for over 100 years. Through this new licensing agreement, Horizon Group will produce and globally
distribute PLAY-DOH air-dry clay, hands-on craft kits and many alternative compound products beginning January 2025.
“With a creative industry heritage dating back to1912, Horizon Group bring extensive industry knowledge and category leadership to the table“, said Bradley Bowman, Senior Director, Global Toy, Licensed Consumer Products at Hasbro. “This agreement will help us to unlock brand-new categories and further unleash the potential of the PLAY-DOH brand. We cannot wait to rollout these new play experiences for consumers.”
“Combining our deep category expertise and trend-forward products with the legacy of the PLAY-DOH brand will elevate the compound category even further.” said Evan Buzzerio, Partner &Chief Strategic Officer at Horizon Group USA. “Our mission at Horizon Group remains Connecting People Through Creativity, and together with PLAY-DOH we look forward to inspiring and empowering children worldwide with innovative sensory play experiences“.
