Few smells are as evocative of my childhood as the unmistakable smell of Play-Doh.
In the latter stages of the 1950s Play-Doh became available, and my parents - no one's idea of early adopters - glommed on to it, and Play-Doh quickly became a staple in our house, showing up in everyone's Christmas stocking. (Interesting, I just found out - thanks, Wikipedia - that Play-Doh began life as a putty used to remove coal soot stains from wallpaper. Demand dropped off when folks switched from coal to natural gas or oil for heating.)
Ah, the smell of Play-Doh.
And I'm apparently not the only one that finds an olfactory Rosebud moment in Play-Doh. In fact, in 2018, Play-Doh maker Hasbro trademarked the smell, which the company:
...formally describes as a unique scent formed through the combination of a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry, and the natural smell of a salted, wheat-based dough. (Source: Hasbro)
I couldn't have come up with anything quite so wine-loverly. All I know is that my appreciation of the perfume that Play-Doh emits is the nose version of what a judge once said about smut. He couldn't quite describe it, but Potter Stewart said "I know it when I see it." Well, Play-Doh-wise: I know it when I breathe in that delectable aroma, an aroma that:
...makes the PLAY-DOH brand one of the few active and certainly most famous scent trademarks in the country.
On beyond the wonderful Play-Doh smell, I loved the fact that, when modeling clay came in dull, muted colors, Play-Doh was vibrant. Back in the day, it came in three colors: red, yellow, and blue. But as anyone who held a color wheel in kindergarten knew, with those colors you could make orange, green, and purple. Alas, you couldn't unmake the colors, so once you'd committed to those extra colors, you had less of the basics.
Another advantage of Play-Doh over modeling clay was that it was more flexible, more pliable than clay.
The only downside of Play-Doh was that if you didn't get it back into its cardboard container pdq - and if the jar wasn't hermetically sealed - it hardened up and got all crusty. You could quasi-restore it with a bit of water, but Play-Doh got stale fast.
Play-Doh has, of course, morphed over the years with all sorts of brand extensions. For one thing, there are a lot more colors to work with, including pastels and sparkly ones. You can get all sorts of accessories, like cookie cutter molds, and there are kits along a lot of different themes: cooking, playing vet, etc. Inevitably, there are tie-ins to other kiddo brands, e.g., Peppa Pig Play-Doh kits.
The company has also been climbing up the age ladder, with themed kits - Star Wars, Mandalorian - aimed at older kids and "kidults", 13 on up.
And now "Hasbro is unveiling its most grown-up brand to date."
The new line comprises a series of modeling compound kits that guide users through the process of turning putty into floral arrangements designed to be displayed. (Source: Wall Street Journal)Unlike the Star Wars and Mandalorian, Blooms - the new product line - is aimed at crafters. Female crafters.
“We’re not manufacturing a new need state...We feel Blooms is meeting something that consumers are looking for.”
...enlisting more than 200 creators, from professional influencers to niche fans of pottery, crafts or flower arranging. It’s also planning a full-day creator event in Brooklyn and hosting a hands-on crafting experience at the Whitney Museum of American Art in New York to stoke media buzz.
With Blooms, Hasbro may well be on to something. A lot of folks I know - including adults young and old - have taken up crafting with a vengance. It's engaging, stress-reducing, and entertaining, and, if the makers don't feel compelled to Insta everything they make, gets people away from their screens. (A while back, Legos launched a line of bouquet-crafting kits that are pretty pricey and have been pretty popular.)
Although I won't be buying a Blooms kit, I hope that Hasbro succeeds. As long as they don't try to tamper with the wonderfully evocative smell of Play-Doh. Reminds me of victory childhood, and I absolutely love it.
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Image Source: Smithsonian Mag





