Personalised Play-Doh tubs launch at John Lewis

Play-Doh has teamed up with John Lewis to offer shoppers the chance to buy personalised tubs of the children's modelling material, as part of the brand's 60th birthday celebrations.

Play-Doh launched personalised tubs at John Lewis
Play-Doh launched personalised tubs at John Lewis

It is the first time the brand has printed people’s names on its product.

The personalised tubs, priced £1.99, are available to buy from a pop-up counter running for eight weeks in the toy department of John Lewis’ flagship store on London’s Oxford Street. 

The experience follows similar personalisation pop-ups in the UK by brands such as Nutella and Coca-Cola. 

The Reading-based Circle Agency was approached by Hasbro, which owns and manufactures Play-Doh, to deliver the concept. The pop-up, which will run in-store until Christmas Eve, is the first full-scale experiential the agency has delivered for the company. 

Claire Stokes, managing director of Circle Agency, said personalisation was a good match for Play-Doh as a brand that "encourages people to use their imagination". She added that the experience also worked for John Lewis by giving the department store "an edge over some of the competitors in the toy market" in the run up to Christmas.

Craig Wilkins, marketing director at Hasbro UK & Ireland, said: "The Play-Doh brand has been a part of children’s lives for the past 60 years, and we’re constantly looking to create memorable moments for fans, both new and old. 

"Personalised tubs have been a request from our customers for many years, so we’re delighted to be able to offer this service for the first time – and what better timing than the Play-Doh brand’s 60th birthday."

In September, On Blackheath festival, in partnership with John Lewis, celebrated its biggest event to date, with 25,000 attending at the weekend. In August, online marketplace Etsy created a rooftop shop at John Lewis on Oxford Street.

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