HE MAKES DOUGH FROM DOUGH (Feb, 1959)
HE MAKES DOUGH FROM DOUGH
By Roger Fuller
PLAY-DOH is that mildly-scented modeling stuff your kid works into demented shapes, then shouts “Daddy! Look!” It comes in colors and your little Leonardo can blend the putty-like dough to his heart’s content. The guy who makes the stuff has kids, too, and they can play with platinum yo-yos now, if Daddy wants them to. Play-Doh was originally a wallpaper cleaner young Joe McVicker inherited, with built-in headaches. Who wanted a wallpaper cleaner any more? “Aah, paint over it” was the popular cry of the post-war PTA set. The Cincinnati business was flat on its back and so was Joe, after an operation, when he got the Play-Doh idea from his little girl, who was pudging the dough by Daddy’s bedside. A field-test in a nursery school yielded suggestions that Joe color the putty and have it tested so nothing drastic would happen to any young customer who might suddenly eat the “rightnowsterous” he had modeled. Joe went ahead, and any proud parent of a very young sculptor knows the rest. Joe feels much better than he did and his once moribund business is grossing about $3,000,000 per annum. Inspirational? Back to your basements, dreamers! You may yet find a use for chewed bubblegum!