In the 1930s, the Kutol Products soap company was dangerously close to going out of business. Cleo McVicker worked hard to get Kutol’s products into stores and ultimately in the hands of consumers. Kutol needed a new product, but what? At the time, many homes in America were heated with coal which left a sooty residue on everything in the home. Unlike regular household dust which could easily be swept or vacuumed up, coal dust was finer and more difficult to remove. Sweeping and vacuuming coal dust normally sent more of it back into the air than was collected. Coal dust also contained sulfur, nitrogen, silica, and heavy metals, which could be hazardous to health.
In 1933, Cleo negotiated a deal with the purchasing agent for the Kroger grocery store chain to add a cleaner to their inventory which would remove coal dust from wallpaper. Coal dust was especially hard to remove from wallpaper because it was small enough to settle into the paper fibers of wallpaper. Cleo promised Kroger a product which did not exist.
Cleo immediately contacted his brother Noah, Kutol’s main product developer, and the two began the rigorous research and development process. After countless failures, they came up with the formula for a compound which easily removed coal dust from wallpaper. Unlike liquid cleaners which required the user to apply the liquid to a cloth and swipe away the coal dust which usually made a bigger mess, Kutol wallpaper cleaner, was non-toxic, non-staining, and made no mess at all. The user simply pressed the compound onto the wall and the coal dust stuck to it. Once the compound became saturated with coal dust, the consumer threw it away and bought another can for five cents. Because it was a replenishable product, the Kutol company was saved one nickel at a time.
For 20 years, Kutol wallpaper cleaner kept the company afloat and successful. Following World War II, many people converted their homes from being heated by coal to natural gas. No longer did homeowners have the hassle of purchasing, handling, and storing a skuttle of dusty coal. Natural gas burned cleanly and was piped directly into the home. Around the same time, manufacturers began making wallpaper out of vinyl rather than paper which made it much easier to clean. By the early 1950s, sales of Kutol wallpaper cleaner began to decline quickly. The company was once again on the brink of failure.
In 1955, Joe McVicker, Cleo’s son, was searching for a way to keep Kutol from going bankrupt when Kay Zufall, his sister-in-law and schoolteacher, convinced him that Kutol wallpaper cleaner could be used for something more fun than cleaning. Joe ran with the idea. In 1956, Kutol established the Rainbow Crafts Company Inc. and repackaged the wallpaper cleaner, but Kutol was so near bankruptcy that they had no advertising budget. That could have been the end, but Joe demonstrated his product to Bob Keeshan, better known to the world as Captain Kangaroo. Bob liked the product so much that he agreed to use it in his television show at least once a week. From 1955 until 1984, Captain Kangaroo was one of the most popular children’s shows on television. Before Captain Kangaroo, Kutol struggled to sell their rebranded product. Because of Captain Kangaroo, Kutol struggled to keep up with demand. Since its introduction on Captain Kangaroo, billions of cans of rebranded Kutol wallpaper cleaner have been sold. It has become one of history’s most iconic toys and it remains popular to this day. We have all played with Kuto wallpaper cleaner, but we know it as Play-Doh.
Sources:
1. The Cincinnati Enquirer, April 19, 1936, p.25.
2. The Akron Beacon Journal, April 18, 1938, p.19.
3. David Kindy, “The Accidental Invention of Play-Doh,” Smithsonian magazine, November 12, 2019, accessed March 29, 2026, https://www.smithsonianmag.com/innovation/accidental-invention-play-doh-180973527/.
4. “The History of Play-Doh: Good, Clean Fun!” The Strong National Museum of Play, accessed March 29, 2026, https://www.museumofplay.org/blog/the-history-of-play-doh-good-clean-fun/.
