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Play-Doh set out to create a fun, interactive experience that deepened children’s emotional connection with the brand. The Super Slice Cake Playset took centre stage, encouraging hands-on creativity and showing just how easy and inspiring Play-Doh play can be.
By bringing the activity in-store, the aim was to boost footfall, increase dwell time, and build excitement around the brand.
The Play-Doh Make & Take was an in-store activation held at all Smyths Toys stores across the UK and Ireland on Saturday 16th August 2025.
The event was designed to engage children and families with hands-on, creative play using the NEW Super Slice Cake Playset and was supported with event promotion through the filming and editing of social media videos, alongside the design of banners and in-store posters to build awareness and drive attendance.
The stand consisted of a low branded demo table showcasing the Super Slice Cake Playset, with two “how-to” leaflets and a dump bin full of free Play-Doh tubs. A brand ambassador in a branded T-shirt was present all day across all stores to encourage kids and parents to interact with the playset.
The Play-Doh event generated very positive outcomes overall, with children highly engaged, parents showing strong interest, and several stores reporting significant sales - in some cases even selling out of stock.
Families expressed delight at the brand’s presence, adding to a fun and lively atmosphere that staff and managers alike highlighted as a success. Store managers praised the energy and effectiveness of the team, while staff reflected positively on the day, noting strong public engagement and enjoyable interactions.
Children were engaged and many parents interested in buying the product… The children were fascinated and loved using the oven.
Just happy days all round, no issues, just happy kids and grown-ups.
The kids were really excited to play with the Play-Doh and their engagement was a joy to see…
Good fun. Several suggested they will buy the product for Xmas and took leaflets. All appreciative of the free tubs - they went down very well.
Parents thought the set was super-cute and would actually get played with. It reminded many how good Play-Doh is.
