Interactive app puts new twist on PLAY-DOH

HASRO INC. debuted the PLAY-DOH Touch app and the PLAY-DOH Touch Shape to Life Studio set at Apple stores recently. / COURTESY HASBRO INC.
HASRO INC. debuted the PLAY-DOH Touch app and the PLAY-DOH Touch Shape to Life Studio set at Apple stores recently. / COURTESY HASBRO INC.

PAWTUCKET – A new app from Hasbro Inc. allows PLAY-DOH creations to come “alive.”
“For the first time ever, fans can truly bring their creations to life with PLAY-DOH Touch,” Greg Lombardo, vice president of marketing for the PLAY-DOH brand, said in a statement. “As we celebrate our 60th birthday this year, it was important to seamlessly infuse new technology into the classic, hands-on PLAY-DOH experience while staying true to our core values of inspiring creativity and imagination.”
The toymaker earlier this month debuted the PLAY-DOH Touch app and the PLAY-DOH Touch Shape to Life Studio set at Apple stores.
The app, available for iPhone and iPad, and product work together for an interactive physical and digital play experience that brings PLAY-DOH creations to life in a virtual PLAY-DOH world, the company said.
Hasbro said children can use classic PLAY-DOH to sculpt their own creations, then create “unique, magical worlds” with the Shape to Life Studio set, which includes character stampers, action stampers, cutters, tools, PLAY-DOH compound, and a studio set.
Creations are scanned into the app. Effects can be added to make the creation dance, spin and float. Additional creations can be added to customize and enhance the digital world.
Lombardo said the app and Shape to Life Studio allows the company to adapt to the “evolving play landscape, while still offering that timeless, hands-on PLAY-DOH fun and even encourages kids to make even more PLAY-DOH creations.”
The PLAY-DOH Touch app was developed by Hasbro with ustwo Nordics, a digital product studio, in London.
The app and Shape to Life Studio will be available at additional retailers and other platforms next year.

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