The Challenge
Launch the new Play-Doh Wheels collection of construction toys and position it as the ideal gift for truck-loving preschoolers, encouraging creative and imaginative play.

The Insight
Creative play is a vital part of childhood development, helping children grow emotionally, socially, intellectually and physically.

The Idea
Bring the construction yard into the child’s bedroom, reflecting how children use imagination to transform everyday environments through play.

Execution
A series of TVRs (6, 10, 15, 20 and 30 seconds) created for TV, social and third-party toy retailers.

The creative translated the construction world into a child’s bedroom setting, visually expressing the imaginative possibilities of the Play-Doh Wheels range and how the toys enable children to create their own environments.

The overarching line ‘Shape Your Imagination’ captured both the functional product usage and the broader emotional and developmental benefits.

Result
Delivered a clear and consistent campaign across multiple formats and channels

Communicated both product function and developmental benefit

Positioned Play-Doh Wheels as a creative and engaging gift for preschoolers