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Play-Doh Academy

Play-Doh Academy

Worldwide, Play-Doh is the kid’s favorite molding clay. But not in Romania. Facing strong competition from local brands, Hasbro asked Minio team to come up with a solution that would increase the brand market share.




Play-Doh is a world leader in its category. But in Romania, it faces a strong local competitor and has a limited retail distribution and also it is not top of mind. Our challenge was to design a solution that would counter-attack all these problems.

Parents know that they need to spend more time engaging their children in creative activities. But how creative can a parent be after a full day at work? And, more importantly, how can Play-Doh help?

Play-Doh Academy is an online platform, where parents learn how to model with Play-Doh, so they can have a fun activity with their kids. They get recognition by diplomas and win points that can be exchanged for the coolest Hasbro toys. So win-win-and-fun.


Loyalty platform

We built an elaborated loyalty platform, where multiple activities would bring you points. With those, you could redeem Hasbro most desired toys.

Custom digital content

Because kids get bored easily, we developed over 20 different challenges to stimulate their curiosity. All challenges included an explainer video.

Complex logistics

We handled the entire campaign logistics, including the back-end update of prizes status delivery. When kids expect their toys, every prize had to be delivered in a blink.

400 creations

Over 400 Play-Doh creations were uploaded on the platform. For these, the parents and their kids also got rankings, which was an invitation to continue.