The strategic agreement between the two companies will expand Play-Doh’s brand portfolio by offering complementary creative play experiences.

Hasbro has announced a licensing agreement with Horizon Group USA, a leader in the creative DIY marketplace, to extend the Play-Doh brand’s portfolio.

As a global leader in the craft industry, Horizon Group has been inspiring creativity among families for over 100 years. Through this new licensing agreement, Horizon Group will produce and globally distribute Play-Doh air-dry clay, hands-on craft kits and many alternative compound products beginning January 2025.

“The Play-Doh brand’s purpose is to elevate the value of imagination by allowing kids to truly shape their world through tactile and limitless play where the journey is treasured as much as the outcome,” said Tamara Grindrod, play leader & senior VP of Creativity and Play-Doh’s brand at Hasbro. “This strategic agreement with Horizon Group USA allows us to build upon Play-Doh’s portfolio for more hands-om play time to create meaningful, imaginative and memorable experiences.”

“With a creative industry heritage dating back to 1912, Horizon Group brings extensive industry knowledge and category leadership at the table”, said Bradley Bowman, senior director, Global Toy, Licensed Consumer Products at Hasbro. “This agreement will help us to unlock brand-new categories and further unleash the potential of the Play-Doh brand. We cannot wait to roll out these new play experiences for consumers.”

“Combining our deep category expertise and trend-forward products with the legacy of the Play-Doh brand will elevate the compound category even further,” said Evan Buzzerio, partner & chief strategic officer at Horizon Group USA. “Together with Play-Doh we look forward to inspiring and empowering children worldwide with innovative sensory play experiences.”