In the spring of 2001, Hasbro released to the market a new look for one of its most established brands. The redesign for Play-Doh carried out by Marketing by Design (Beverly, MA) had three simple goals: reinforce the Play-Doh identity, establish Play-Doh as the brand that offers the best selection of vibrant colors, and provide a model of what kids can create with the colored dough.
Consumers now see the trademark yellow packaging highlighted with new bright colors and images of actual Play-Doh characters that kids can create. The cartons are litho-printed in five colors. Available nationwide Play-Doh products retail for between 99¢ and $14.99. Commenting on the new design Hasbro’s Kevin Masse creative services director says “Customer feedback has been positive.” (ALR)