Play Dough Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Play Dough sales on Amazon US totaled 211,600 units in July 2026 (▲ 18.4% vs. the prior month), generating an estimated $3,118,809 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 64.7% of unit volume and 62.8% of revenue, while a typical listing is priced at $16.98. The keyword itself pulled 42,232 Amazon queries over the same period (▲ 22.8% MoM).
Zooming out to the 12-month window ending July 2026, the play dough Top 50 moved 2,566,300 units and $38,180,087 in cumulative sales — an average of 213,858 units and $3,181,674 per month. Monthly throughput topped out at 408,550 units in December 2025 and dipped to 82,050 in May 2026, leaving the latest reading 20.5% lower than August 2025.
Play Dough Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
211.6K
▲ 18.4% MoM
Monthly Revenue 2026/07
$3.1M
▲ 5.2% MoM
Top 10 Market Share 2026/07
64.7%
Play Dough Market Share & Sales Concentration on Amazon US — July 2026
The most-sold play dough listing on Amazon US in July 2026 is ASIN B00JM5GW10 (Brand: Play-Doh), which sold 50,000 units at $4.29 apiece — equal to 23.6% of every unit tracked in this report and 2.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 137,000 units and $1,957,470 in July 2026 — 64.7% of unit volume and 62.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Play Dough' on Amazon
July 2026
Is 64.7% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00JM5GW10
Play Doh Modeling Compound 10-Pack Case of Assorted Colors, Non-Toxic 2 oz. Cans, Back to School Gifts, Prizes, & Party Favors, Preschool Toys for Kids, Ages 2+ (Amazon Exclusive)
50K
▲ 66.7%vs. prior month
$399.5K
latest month
12-month trend
B07BC44JFC
Play-Doh Jewel Colors Bulk 12-Pack of 4-Ounce Cans | Back to School, Prizes & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
20K
▲ 100.0%vs. prior month
$231.2K
latest month
12-month trend
B087N9N6HH
Play Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans, Back to School Gifts, Prizes, & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▲ 25.0%vs. prior month
$165.1K
latest month
12-month trend
B009CAPYR8
Play-Doh Modeling Compound 24-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▲ 25.0%vs. prior month
$219.9K
latest month
12-month trend
B00JM5GZGW
Play-Doh Modeling Compound 36-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▼ 50.0%vs. prior month
$273K
latest month
12-month trend
B0DCFPTLLF
MuseLuxe Air Dry Clay - 32 Colors Modeling Clay Kit with 3 Sculpting Tools | Safe & Non-Toxic,Crafts DIY Magic Gifts Toys for Boys,Girls,Kids
10K
▲ 0.0%vs. prior month
$79.9K
latest month
12-month trend
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Best Play Dough Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Play-Doh is the best-performing play dough brand in July 2026, moving 121,000 units across 8 ASINs for 88.3% of Top 10 volume. MuseLuxe follows with 10,000 units (7.3%), ahead of ESSENSON on 6,000 units (4.4%).
With 3 brands splitting the Top 10 and 100.0% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $7.99 to $29.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Play-Doh
8 ASINs in Top 10
88.3%
Units
121K
Revenue
$1.7M
Avg. price
$18.84
B00JM5GW10
$4.29·★4.7·69.1K revsPlay Doh Modeling Compound 10-Pack Case of Assorted Colors, Non-Toxic 2 oz. Cans, Back to School Gifts, Prizes, & Party Favors, Preschool Toys for Kids, Ages 2+ (Amazon Exclusive)
Units sold50KB07BC44JFC
$13.49·★4.8·25.6K revsPlay-Doh Jewel Colors Bulk 12-Pack of 4-Ounce Cans | Back to School, Prizes & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold20KB087N9N6HH
$16.99·★4.9·17.4K revsPlay Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans, Back to School Gifts, Prizes, & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10KB009CAPYR8
$21.99·★4.8·27.9K revsPlay-Doh Modeling Compound 24-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10KB00JM5GZGW
$28.99·★4.8·28.7K revsPlay-Doh Modeling Compound 36-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10KB00TPMDNSU
$9.49·★4.7·10.1K revsPlay-Doh Starter Set 9-Piece Kit with Storage Tote & 4 Modeling Compound Cans, Ages 3+, Presentation May Vary
Units sold8KB09NRS8C5Y
$21.49·★4.8·10K revsPlay-Doh Ultimate Color Collection 65-Pack of 1-oz Cans, Includes Sparkle, Confetti & Color Burst, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold8KB01FAPXB0K
$33.99·★4.9·2.3K revsPlay-Doh Bulk Pack of 48 Cans, 6 Sets of 8 Modeling Compound Colors, 3oz, Back to School Gifts & Prizes for Students & Classroom, Preschool Toys for Kids, Ages 2+ (Amazon Exclusive)
Units sold5K
MuseLuxe
1 ASIN in Top 10
7.3%
Units
10K
Revenue
$79.9K
Avg. price
$7.99
B0DCFPTLLF
$7.99·★4.5·1.5K revsMuseLuxe Air Dry Clay - 32 Colors Modeling Clay Kit with 3 Sculpting Tools | Safe & Non-Toxic,Crafts DIY Magic Gifts Toys for Boys,Girls,Kids
Units sold10K
ESSENSON
1 ASIN in Top 10
4.4%
Units
6K
Revenue
$167.6K
Avg. price
$29.99
B0DK8Z6FWD
$29.99·★4.6·1.1K revsESSENSON Air Dry Clay 150 Colors, Modeling Clay for Kids | DIY Molding Magic Clay, Includes Tools, Toys Gifts for Age 3 4 5 6 7 8+ Years Old Boys Girls
Units sold6K
Trending Play Dough Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 2 ASINs forced its way in: B00TPMDNSU booked 8K units at $9.49, with ▲ 100.0% MoM change. On the growth side, B07KRL84G5 leads positive momentum with ▲ 1900.0% MoM growth on 1K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B00TPMDNSU
Play-Doh Starter Set 9-Piece Kit with Storage Tote & 4 Modeling Compound Cans, Ages 3+, Presentation May Vary
Price
$9.49
Rating
4.7
Reviews
10.1K
Latest month sales
B0DK8Z6FWD
ESSENSON Air Dry Clay 150 Colors, Modeling Clay for Kids | DIY Molding Magic Clay, Includes Tools, Toys Gifts for Age 3 4 5 6 7 8+ Years Old Boys Girls
Price
$29.99
Rating
4.6
Reviews
1.1K
Latest month sales
B07KRL84G5
Play-Doh 4 Pack of Wild Non-Toxic Colors for Kids 2 Years and Up, 4-Ounce Cans (Dark Blue, Bright Green, Orange, Green)
Unlock to view ASIN details and product titles
Price
$9.99
Rating
4.7
Reviews
9.1K
Latest month sales
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