Play-Doh: Accidental Fad

Author: Lisa Stanley

Did you know that Play-Doh was originally designed as a wallpaper cleaner?

Play-Doh is a plastic modeling compound, with a distinctive smell, that is non-staining, non-toxic, and soluble in soapy water. Its exact formula mix has remained a closely guarded secret, but does include wheat, flour, and water - much like bread.

Other ingredients that are included in the formula are salt, colorings, and other perfumes. If Play-Doh is kept in its air-tight container when not in use, it is reusable indefinitely. Once exposed to air for an extended period of time, however, Play-Doh will dry out and not be usable.

Young Joe McVicker, called the “man behind Play-Doh” became a millionaire before his 27th birthday when he saw the potential for Play-Doh to be a great children’s toy. While employed at Kutol Chemicals, Cincinnati, along with his father, Noah, Joe stumbled across this substance that was non-toxic and didn’t have the mess of modeling clay. Around this time, his sister-in-law, a nursery school teacher, began complaining about the modeling clay her class was using- it wouldn’t model! So McVicker handed out samples and it soon became a hit with students and teachers alike.

In 1956, Joe introduced Play-Doh through Rainbow Crafts onto the children’s toy market. At first, Play-Doh was offered in an off-white color in a one and a half pound cardboard container. In 1957, the Play-Doh three pack was introduced. The new colors were red, yellow, and blue. Early television commercials featured Miss Francis in Ding Dong School and Captain Kangaroo.

At the American Toy Fair the following year, all three colors along with white, were introduced as a four pack. In 1960, the Play-Doh Pete logo was introduced on the package cover wearing a beret. The more modern Play-Doh Pete logo now wears a baseball hat.

By 1964, Play-Doh went international- in England, Italy, and France. In 1965, United States Patent number 3,167,440 was finally granted to Joe and Noah McVickers for their Play-Doh invention. The 500,000,000th can of Play-Doh was produced in 1972. In 1986, Play-Doh is packaged for the first time in plastic easy open containers. Cardboard containers had been used for the last 30 years.

In 1996, in order to celebrate the 40th anniversary of Play-Doh, Gold and Silver colors were introduced. Today Play-Doh is offered in its original colors, as well as many wacky new colors, like Funshine Sunshine, Splurple, and Pinktastic.

As Play-Doh nears its 50th birthday, it remains the leader in the reusable compound market. It is now sold in more than 6,000 stores and in more than 75 countries across the globe. It is estimated that over 700 million pounds of Play-Doh have been sold to date. Play-Doh even has its own National Play-Doh holiday - September 18th.

Currently Over 95 million cans are manufactured each year in the 1 ounce, 2 ounce, and 6 ounce can sizes. Play-Doh continues to be a great toy that caters to a child’s imagination. Certainly not bad for one of the biggest fads of the 1950’s.