Who makes Play-Doh? Amazon sales, products and sellers
Updated November 2026 with September 2026 data
At a glance
- Size
- Large
- $7.0M est./mo
- Trend
- Stable
- +9%, last 2 vs prior 2 months
- Ratings
- Strong
- 4.8 ★ · 362,324 reviews
- Who sells it
- Mostly one seller
- Top seller has 99% of units
Play-Doh estimated monthly revenue on Amazon
Our read on Play-Doh
Play-Doh ranks 1 of 112 brands in Clay & Dough on Amazon, within Toys & Games, with an estimated 65% of the category's revenue. Estimated revenue in September 2026 was $7.0M on 436,000 units, up 33% from $5.2M in June 2026. The trend is labeled stable, with a +9% change over the last 2 months. The brand has 94 products selling and an average rating of 4.8 across 362,324 reviews. The top product is the Play Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans, at 61,000 units per month and a 4.9 rating. Sales are concentrated: Amazon accounts for 99% of units, out of 17 sellers. These figures cover 4 months of data.
Top Play-Doh products on Amazon
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| Product | Rating | Est. units/mo | Amazon link |
|---|---|---|---|
| Play Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans | 4.9 ★17,624 reviews | 61,000 | Check price on Amazon |
| Play Doh Modeling Compound 10-Pack Case of Assorted Colors | 4.7 ★69,495 reviews | 58,000 | Check price on Amazon |
| Play-Doh Modeling Compound 36-Pack Case of Colors | 4.8 ★28,843 reviews | 50,000 | Check price on Amazon |
| Play-Doh Starter Set 9-Piece Kit with Storage Tote & 4 Modeling | 4.8 ★10,270 reviews | 44,000 | Check price on Amazon |
| Play-Doh Ultimate Color Collection 65-Pack of 1-oz Cans | 4.8 ★10,078 reviews | 24,000 | Check price on Amazon |
| Play-Doh 30 Pack Spooky Colors | 4.8 ★820 reviews | 23,000 | Check price on Amazon |
| Play-Doh Jewel Colors Bulk 12-Pack of 4-Ounce Cans | 4.8 ★25,722 reviews | 20,000 | Check price on Amazon |
| Play-Doh 9 Pack Favorite Color Set | 4.8 ★2,472 reviews | 16,000 | Check price on Amazon |
| Play-Doh Modeling Compound 24-Pack Case of Colors | 4.8 ★27,953 reviews | 12,000 | Check price on Amazon |
| Play-Doh 50-Pack Refill Color Sticks | 4.9 ★112 reviews | 11,000 | Check price on Amazon |
Who sells Play-Doh
- Amazon99%
- ToySupercenter<1%
- MA Resale<1%
- Crenstone<1%
- Ezpickin<1%
Share of estimated units sold in September 2026, by the seller holding the Buy Box.
Place in its category
#1 of 112
Rank 1 of 112 brands in Clay & Dough by estimated revenue in September 2026, with 65% of the category.
Frequently asked questions
Who makes Play-Doh?
Play-Doh is the brand name on 94 products we tracked on Amazon in September 2026 mostly in Clay & Dough (Toys & Games). The largest seller of Play-Doh products that month was Amazon, with 99% of estimated units. Amazon listings don't show the brand owner's legal name, so the brand's own website is the place to confirm its parent company.
How much does Play-Doh sell on Amazon?
Play-Doh sold an estimated $7.0M on Amazon in September 2026, about 436,000 units. That is +33% compared with June 2026. These are Ecominsights estimates, not figures reported by the brand.
What are Play-Doh's best-selling products on Amazon?
By estimated units sold in September 2026: 1. Play Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans (about 61,000 units); 2. Play Doh Modeling Compound 10-Pack Case of Assorted Colors (about 58,000 units); 3. Play-Doh Modeling Compound 36-Pack Case of Colors (about 50,000 units).