Hasbro is looking to build on the growth of Play-Doh with the launch of further gender-specific lines.

The company said the brand, which has grown 24% in value [NPD year-to-date February 2013], had been boosted by the launch last year of sets such as Disney Princess toys for girls and Diggin Rigs for boys.

This autumn, it plans to bring out more themed products including Disney Princess Design-A-Dress Boutique Playset (rsp: £19.99), which contains moulds and a ribbon maker and Trash Tossin’ Rowdy the Garbage Truck (rsp: £19.99), which allows kids to make rubbish and empty it into the truck.

It is also increasing TV ad spend on the brand.

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