August 2013

Delivering a new retail experience for kids

Helping to bring the West End shopping experience to life for children, Propability were brought in by Hasbro to develop a fully interactive in-store Play-Doh display for the new fourth floor toy department in Selfridges – Destination Toys. 

The five month project resulted in a permanent and entirely new concept for displaying Play-Doh in store. The outcome resembled a mini interactive Play-Doh factory to capture the imagination of kids as well as practical product display.

Dispensing Play-Doh

Propability provided sketch proposals for the area with different designs at different price points, along with computer generated visuals of Play-Doh wall fixtures, dispensers and table and seats. The final concept built in-house at the Propability workshop included a branded and fully adjustable shelving display together with a static mock up dispenser unit for displaying Play-Doh tubs.

The Manufacture

The materials consisted mostly of MDF and acrylic sprayed in cellulose paint and finished in a gloss lacquer. The Play-Doh activity table was made bespoke with a toughened glass top covering a display of multi-coloured Play-Doh lids and the seats were created from large metal paint pots with padded leatherette seats in different colours.

It just looks amazing! Thank you all so much for your hard work! We are really impressed, you have done an amazing job and worked so hard (even fitting this through the night last week). Selfridges are pleased too.
— Louise Haywood, National Account Executive, Hasbro UK