PLAY-DOH has been a beloved toy for generations. How has the brand adapted to changing consumer preferences and technological advancements?
The PLAY-DOH brand and “imagination” have been linked for more than 65 years.
The brand gives kids the creative freedom to express themselves and brings families together by allowing them to shape their world through tactile, limitless play. PLAY-DOH activities facilitate fun, open-ended play and offers infinite opportunities for kids to use their imaginations, which can be a refreshing alternative to activities that rely on the latest technology that tend to stimulate a more reactive type of engagement. Millennial parents especially are more focused on encouraging individuality and self-expression, which can only be achieved when kids are free to use their imagination. Today’s parents want to give their children the confidence that comes from play experiences that don’t impose limits — a limitation of toys that leverage technology.
Tell us about PLAY-DOH Kids Can and how the PLAY-DOH Imagination Curriculum fits into the initiative.
The Kids Can campaign is all about empowering kids to harness their imaginations to approach life with confidence, determination, and self-belief.
As a real-world application of the campaign, the PLAY-DOH Imagination Curriculum was developed using a variety of inputs gleaned from our “Imagination is a Superpower” research, which was developed with a goal of providing resources that make imagination accessible and fun for all. Crafted by leaders in play and imagination with more than 40 years of experience, the program provides an easy-to-use guide for kids and adults to exercise their imaginations and individuality through easy, fun activities that encourage creative play.
What activities are encouraged through the initiative?
The Imagination Curriculum includes various in-person and digital experiences that can take place at home, at school, or anywhere you can bring a can of PLAY-DOH compound.
Through partnerships with First Book in the US and Syllabus Partners in Canada, the Imagination Curriculum is currently available in hundreds of classrooms across North America. With this curriculum, educators have the tools necessary to bring imagination into classrooms in simple, fun and structured ways.
Families can enjoy imagination, activity-based content on PLAY-DOH’s social media platforms (Instagram, TikTok, Facebook, and Pinterest), as well as the newly relaunched Imagination Resources section of the PLAY-DOH ecommerce site. The activities range from five to 15 minutes and include step-by-step guides for parents and educators to seamlessly present each through detailed instructions, structured scripts, and options for extending each lesson plan.
With engaging activities like Funny Hats, Canned Creatures, and Music Monsters, little ones can freely express themselves by creating their own sculptures and characters using PLAY-DOH compounds–sparking open-ended play that celebrates everyone’s unique imagination.
What barriers do kids encounter when trying to express themselves creatively?
All kids have the ability to harness their unique imaginations, but often don’t feel encouraged to embrace them.
The importance and value of imagination is understood by most parents, kids, and teens–but their ability to build imaginative skills is affected by societal attitudes, parental encouragement, and fear of failure. Modern-day barriers like stress, judgement, and distraction can also lead to “growing out” of their imaginations too quickly. In schools, imagination is not often perceived as a critical skill for children’s development. Research and insights show that teaching and practicing the use of imagination in classrooms can greatly help kids build fundamental skills like problem-solving, independent thinking, confidence, and more.
The Imagination Curriculum is a hands-on resource that helps kids develop the skills and confidence to harness their imaginations.
How can adults support the overall mission of PLAY-DOH Kids Can?
Imagination is one of the most sophisticated skills humans possess but, like any skill, it needs to be challenged to grow and stimulated to realize its benefits. By using tools in the Imagination curriculum to help kids set their imaginations free, parents and educators can empower future generations to overcome the restrictions society places on creative play. Ultimately, a tool like this can be used to empower future generations to be more resilient, empathetic, and confident. Through open-ended play and armed with the power of “can,” kids learn that dreams can become reality and mistakes can become possibilities. Just squish it out and start again.
Explore PLAY-DOH Kids Can to access resources designed to help nurture children’s creativity.