Play-Doh's 65th anniversary campaign began in a Paris museum
The Hasbro brand celebrates family creativity in push that kicked off with work exhibited at the Paris Museum of Modern Art
Jun 08, 2021
Lego has successfully managed to market itself as a brand that's more than a toy and all about creativity—can Play-Doh do the same?
For its 65th anniversary, the Hasbro toy brand has teamed up with the Museum of Modern Art in Paris for a new campaign by Brand Station, part of FCB Change, that celebrates creativity in families. It started off with a Play-Doh artwork, created by a father and daughter, hung in one of the museum galleries, marking the reopening of cultural venues in France. The creation was exhibited at the museum last weekend and is also depicted in a digital film directed by Samy Benama, Damien Guiol and Nicolas Massart.
Following that, starting in September 2021, Play-Doh will support the Museum's educational workshop program for youth. Throughout the year, activities will be built around both the permanent collections and the temporary exhibitions, with the focus on sharing curiosity for art in a playful way.