Source: Creative Kids

The world of Play-Doh is expanding thanks to a new pact between Hasbro and Creative Kids.

Creative Kids inked a multi-year, international licensing deal with Hasbro to create and produce a new range of Play-Doh branded products, including toys, air dry compounds, and modeling clay.

“Play-Doh has been shaping imaginations for generations of families by offering unique and engaging experiences for both kids and parents, for over 65 years,” says Jess Richardson, vice president, Hasbro global licensing. “This strategic partnership with Creative Kids allows the Play-Doh brand to expand upon that vision, offering kids exciting new innovative compounds to further unlock their creativity and imagination. We can’t wait to see the explorative fun these products will deliver.”

Related: Hasbro Just Unleashed Play-Doh All Mixed Up, Because It’s Gonna Happen Anyway

The first wave of new products is set to launch this spring with more to follow. The new range is a result of collaboration between the development and marketing teams at both Hasbro and Creative Kids.

“We have been working on numerous new compounds and to have those innovations branded under the Play-Doh line is a dream come true,” says Daniel DeLapa, chief marketing officer, Creative Kids.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.