How Play-Doh modeled New Year sales
"Play-Doh" has a problem of losing market share before New Year. How can a modeling compound engage children 3-5 years old with so many cartoon toys around? What If the modeled characters could become alive in New Year? Children celebrate New Year with "Good night, children" TV program. Its plasticine cartoon has not changed for 15 years. We decided to give children an opportunity to create with their hands a New Year's cartoon for "Good night, children". In partnership with "Karusel" channel we reached 80% of children and their moms. Play-Doh market share grew from 23% (2019) to 28.2% (2020).