The Wild Dough Founder Story

In Melbourne, Australia, a mother was driven to action by a simple yet profound need: to enrich her children's playtime. Melissa Haque, a marketing strategist on maternity leave with her second child, was frustrated with the limitations of the playdough available in the market.

Turning Frustration into Innovation

Armed with her business acumen, Melissa set out to provide parents like her with tools to encourage sensory play for their children, while also reclaiming some much-needed personal time. She developed Wild Dough, a playdough that was softer, didn't dry out, smelled great, and could inspire countless hours of imaginative play. Initially crafted as a solution for her own family, Wild Dough quickly gained popularity in homes across Australia and eventually crossed oceans to reach the USA.

However, the journey to success was not without its challenges. From navigating the global pandemic to dealing with supply shortages during Melbourne's lockdowns, Melissa's resilience and strategic agility turned these trials into opportunities for growth and innovation.

In the face of adversity, Melissa diversified the product offerings, unlocked new sales channels, and expanded the brand's reach across the Pacific to the USA. Wild Dough not only survived but thrived, witnessing extraordinary growth.

Emerging Stronger

A significant milestone was when Wild Dough was selected as a supplier for the Victorian Government's funded Kinder Kits for four consecutive years (2022-2025). This endorsement from a panel of early childhood and business experts affirmed Wild Dough's commitment to quality, community, and the transformative power of play. Consequently, every three-year-old child starting kindergarten in Victoria has had the joy of opening a tub of Wild Dough for four years running.

Today and Beyond

Today, Wild Dough is an emblem of entrepreneurial spirit and innovation. From producing thousands of units weekly in Melbourne and amassing over 300 thousand happy customers whilst employing a diverse team, Wild Dough continues to make a difference. Our proudly Australian-made product, beloved for its silky texture and lasting quality, uses 99.9% locally-sourced materials.

Wild Dough's success is reflected not just in its accolades, which include 11 prestigious awards across three continents, but in the joy we see in every child's face when they open a tub of Wild Dough, in the relief and gratitude of parents who've found a tool that gives them a well-deserved break.

We invite you to join us on this incredible journey of creativity, exploration, and boundless fun. At Wild Dough, we're more than a playdough company - we're a community built on the power of play and the belief in the impact of quality products.