I’ve discovered the significance of persistently displaying up and representing your model wherever you go. It’s not nearly working a enterprise; it’s about embodying your model in all the things you do.
Mel Haque
Aussie Mum Mel Haque is revolutionising the kids’s craft trade together with her award-winning product, Wild Dough. What started as a easy answer to entertain her toddler has blossomed right into a multimillion-dollar enterprise, making Wild Dough Australia’s premier playdough model.
“When my second child, Harvey, was born, I felt overwhelmed trying to juggle a newborn and a toddler,” Mel recollects. “Playdough became a lifesaver, giving me a few extra moments of peace. However, I was frustrated by the quality of commercial playdough, which was often hard, dried out quickly, and required adult assistance.”
Determined to create a greater answer, Mel experimented with selfmade playdough recipes. Her efforts resulted in Wild Dough, a uniquely comfortable and long-lasting playdough that her kids liked. Recognizing the potential of her product, Mel launched Wild Dough in late 2018, and inside a yr, the enterprise had reached six figures in gross sales.
The starting
Mel Haque, founding father of Wild Dough, initially created the product as an answer to her personal parenting challenges. While on maternity depart together with her second youngster, Haque discovered herself juggling the calls for of motherhood and looking for methods to entertain her daughter, Ruby. “My daughter Ruby liked taking part in with playdough, however the store-bought variations had been at all times drying out and weren’t comfortable sufficient for her little fingers. With a new child in tow, I wanted one thing that Ruby may interact with independently, with out consistently needing my assist.
“Frustrated by the shortage of high quality choices, I made a decision to create my very own playdough that was softer, longer-lasting, and supplied Ruby with a fascinating exercise she may do on her personal. The change in our day by day routine was rapid—I lastly felt like I had an additional set of fingers and a little bit of time to breathe. This expertise sparked a deep ardour in me to supply this identical house and peace of thoughts to different mums.
“What began as a way to keep my daughter entertained soon resonated with other parents who were also looking for a reliable, high-quality, and safe playdough. That’s when I realised I had something special. Wild Dough was born not just to fill a gap in the market for a superior playdough, but to give parents the gift of time—whether it’s to enjoy a hot cuppa or simply take a breath—knowing their child is engaged with a product that is not only screen-free but also rich in developmental benefits. The journey has been incredible ever since.”
By balancing our give attention to completely different revenue streams we’ve managed to maintain the enterprise thriving even throughout historically slower intervals.
Mel attributes the corporate’s progress to a diversified product providing and a robust give attention to buyer understanding. “We expanded from merely promoting Wild Dough in jars to launching seasonal collections, creating a variety of instruments, stampers, and cutters to boost play, and extra just lately, introducing our DIY Playdough Mix—a real game-changer for folks who get pleasure from making playdough at dwelling with their children. Attending commerce exhibits, each in Australia and the US, such because the New York Toy Fair, has been essential in increasing our wholesale enterprise and reaching new markets.
“Understanding our prospects—their wants and needs—has been central to our technique from the very starting. We’ve unfold our advertising and marketing efforts throughout a number of areas of each paid and natural channels, however the actual recreation changer was partnering with influencers, each huge and small, and constructing ambassador groups. These partnerships haven’t solely persistently created consciousness for Wild Dough however have additionally added a layer of private endorsement that resonates deeply with our viewers. This method has stored our social channels stuffed with user-generated content material from day one, showcasing real-life experiences and the enjoyment that Wild Dough brings to households.
“Our focus on social media has always been to provide inspiration for playdough play, regardless of the brand of playdough families have at home. We invite everyone to follow us to discover the unlimited ways and activities you can do with playdough—it’s an incredibly versatile and open-ended tool that can spark endless creativity and fun. By balancing our focus on different income streams we’ve managed to keep the business thriving even during traditionally slower periods. This omnichannel approach has ensured that we remain resilient and continue to grow, no matter the season.”
Australian-made, parent-approved
Mel says: “Wild Dough stands out out there on account of our unwavering dedication to high quality, innovation, and a transparent give attention to our mission. Unlike opponents, we’re laser-focused on making a product that really meets the wants of each kids and fogeys. This dedication is clear in our playdough’s distinctive softness, long-lasting properties, and rehydratable function, offering actual worth to households.
“Beyond its functional benefits, Wild Dough captivates children with its vibrant colors, irresistible texture, and delightful scents. Our commitment to kid-safe, high-quality, Australian-made ingredients ensures both longevity and minimal environmental impact, aligning with the values of conscious consumers. Wild Dough’s branding extends beyond eye-catching graphics. We maintain a consistent tone and brand personality across all communications, creating a memorable and fun experience for parents and children. This thoughtful approach fosters trust and loyalty among our customers, making Wild Dough a beloved choice for families. What truly sets Wild Dough apart is our connection with our community. By focusing on what we do best and staying true to our vision, we’ve created a brand that resonates deeply with families and continues to stand out in the crowded market.”
Mel defined that innovation at Wild Dough is pushed by a deep understanding of buyer wants and a dedication to steady product enchancment. “ We’ve expanded our range with tools and seasonal collections, and our recent launch of the DIY Playdough Mix has been a hit, offering an engaging, easy-to-use product that turns making playdough into a fun activity for families. We also focus on staying ahead through strategic expansion—attending international trade fairs and planning our global offering for 2025, which will simplify our product line for easier distribution in stores globally. Our approach to marketing, particularly through omnichannel strategies, ensures that we capture opportunities across various sales channels, keeping us competitive and relevant.”
Mel mentioned the challenges confronted throughout the pandemic, significantly the affect of Melbourne’s lockdown restrictions on manufacturing. “We faced supply chain disruptions, like the Australia-wide flour shortage and issues with our jar supplier, but these challenges pushed us to innovate. We diversified our packaging options and opened new sales channels, including expanding into the US market with local warehousing. Securing a government contract with the Victorian Government was another milestone, which required us to upscale our production significantly in a very short time. By staying flexible and focusing on multiple income streams, we’ve been able to overcome these challenges and continue growing.”
Mel mirrored on the journey, emphasizing the significance of resilience and adaptableness in enterprise. She highlighted the surprising challenges that come up and the need of pivoting rapidly to succeed. “I’ve also learned the value of diversifying income streams and not relying on a single source of revenue. This strategy has allowed us to balance our workload and maintain steady growth, even during slower periods. Lastly, I’ve learned that building a strong community around your brand is invaluable. Our connection with our customers has been a key factor in our success, as it has allowed us to grow organically and foster loyalty.”
Lessons from Wild Dough
I’ve discovered that constructing a robust neighborhood round your
model is invaluable.
“One of essentially the most essential classes I’ve discovered is the significance of omnichannel advertising and marketing and diversification. By spreading our focus throughout completely different revenue streams and advertising and marketing channels, we’ve been in a position to keep regular progress and mitigate dangers, even throughout difficult occasions. This method has allowed us to seize alternatives in numerous areas, making certain that the enterprise stays resilient and adaptable.
“Another key lesson is the worth of staying linked with our neighborhood. Our prospects are our best advocates, and constructing and sustaining these relationships has been important to our success. Engaging with our neighborhood, listening to their suggestions, and fostering a way of belonging have all contributed to a loyal buyer base that continues to assist and champion Wild Dough. Adaptability has additionally been important. In enterprise, issues don’t at all times go in accordance with plan, and the flexibility to pivot and embrace new alternatives is what retains a enterprise thriving. Whether it’s responding to market tendencies or adjusting our technique within the face of challenges, staying open to alter has been a cornerstone of our progress.
“Finally, I’ve learned the importance of consistently showing up and representing your brand wherever you go. It’s not just about running a business; it’s about embodying your brand in everything you do. Dress on brand, show your personality, and be ready to share your elevator pitch at any moment. Whether you’re at an event, on social media, or in everyday life, it’s crucial to be loud and proud about what you do. Showing up consistently and authentically has helped build recognition and trust in the Wild Dough brand, making it more than just a product, but a reflection of our values and mission.”
“I would advise any aspiring entrepreneur to focus on something they’re truly passionate about because that passion will sustain them through the inevitable challenges. It’s also important to think big picture—consider how you can diversify your income streams and capture opportunities across different markets. Don’t put all your eggs in one basket; instead, look at your business holistically and think about how different parts can support each other. Lastly, don’t be afraid to take risks and make bold moves, but always back your decisions with solid research and a deep understanding of your market.”
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