Townley Enters Bath Category With Play-Doh License

Mr. Bubbles has new competition in the bath tub. Townley Cosmetics, which built its business with glitter makeup for young customers and hot licenses such as Disney Princesses and Minions, is rolling out a Play-Doh bath line. The bath products made an official debut in the MTV Gifting Suite presented by Secret Room Events, according to Gloria Safdieh, Townley’s marketing coordinator. “We built a Play-Doh Bath backdrop and gave out tons of samples. Celebrities were really excited to share our Play-Doh Bath products with the kids in their lives,” she said. Among those getting their hands on the bath and hair-care items were Instagram stars The Royal Twins (Bella and Chloe Abir), actor Bryce Gheisar, actress Ashley Dulaney, actor Steven Bauer and actress and America’s Next Top Model contestant Paige Mobley. The Royal Twins  © Jose Limongi Wal-Mart and Toys ‘R’ Us are the first to market with a bath soap that resembles the beloved modeling compound and a three-in-one hair-care item. By the end of April Play-Doh is expected to be in 8,000 doors, en route to 25,000 stores by year-end. After several years of tepid growth, the bath category is bubbling again with IRI data showing double-digit expansion for the first time in 10 years. “We thought

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