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Play-Doh: Home Protection Service

Client: Play-Doh
Date: Aug 2021
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Play-Doh has launched a ‘Home Protection Service’ for parents of messy children across the UK.

Available to families in England, Scotland and Wales, the Play-Doh Home Protection Service will provide grown-ups with everything they need to allow their kids to enjoy messy play, without the stress. Through a theatrical experience, a team of Play-Doh’s Home Protection squad will rise to the emergency and install a fun and colourful playroom designed to keep playtime chaos under control.

The new offering comes in response to kids’ demands relating to messy play being most likely to make parents shudder, according to new research of 1,000 UK adults – with “can I get the Play-Doh out?” (27%) appearing in the top five most dreaded questions kids ask their parents.

The research also found that unsupervised messy play is costing parents an average £293 a year replacing ruined or broken household items – with adults even spending an average six hours a week cleaning up after kids’ playtime sessions. However, whilst it’s messy business, three in five parents (60%) agreed that messy play is good for their child's development, with 58% adding that it fuels their imagination, and 53% saying it allows them to express themselves.

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