Play dough with treasure insideTreasure Dough.

Play dough is play dough. Every tub on the shelf looks and does the same thing, so there's no reason to pick one over another, or to come back for more.

Kids don't just want to squish things. They want to find things. Digging for treasure is the best part of any game.

Bury the treasure inside the dough. Then theme it into editions with their own hidden collectibles, so one tub leads to the next.

Three editions: Dino Diggers, Zany Zoo and Princess Loot. I did the naming, logo, packaging, business cards and website, and ran the whole product lifecycle from concept through manufacturing, retail placement, marketing, eCommerce and in-store demos.

Three themed editions made it from idea to shelf. Wigglebug Toy Company ran from 2003 to 2010, when I closed it to put everything into Vuka.

Find the best part of the experience and build the product around it.