This week, we get to talk to Mel Haque, the entrepreneur behind the playdough brand Wild Dough. Originally conceived as a way to entertain her toddler, Mel made Wild Dough stand out by creating what is considered to be the softest playdough in the market. In a short period since its launch in 2018, Wild Dough has achieved a remarkable six-figure growth within a year and became the leading playdough brand in Australia.
ISB: What makes Wild Dough different from traditional playdough?
MH: Wild Dough stands out because of its premium quality and thoughtful design for both kids and parents. Our handcrafted, Australian-made playdough is long-lasting, rehydratable, and features vibrant colours with delightful scents. It offers a superior sensory experience for children while providing peace of mind to parents with its safety and durability. By enriching playtime and promoting creativity, Wild Dough has become more than just a product – it’s a tool for joyful, screen-free learning and play.
ISB: What inspired you to build a business out of creating such a unique take on the playdough product?
MH: Wild Dough was born out of necessity and love. In 2018, as a mum juggling two little ones, I needed a reliable, engaging activity for my toddler. Frustrated by store-bought playdough that dried out too quickly and lacked softness, I created my own. Seeing the joy and independence it brought my daughter inspired me to share it with other parents. I wanted to give families not just a product but a chance to pause and enjoy life’s small moments.
ISB: What is the most challenging aspect of scaling a handmade product business, and how did you overcome it?
MH: Scaling a handmade business is all about balancing quality with growth. For Wild Dough, this meant finding ways to maintain the personal touch while increasing production. Challenges like sourcing materials and handling demand spikes required creativity and adaptability. One key milestone was securing a Victorian Government contract, which taught us to streamline operations while staying true to our values. Investing in a local team and embracing innovation has allowed us to grow sustainably.
ISB: Can you share how your product has also made its way into Victorian Government’s kinder kits?
MH: This achievement has been one of Wild Dough’s proudest milestones! The Victorian Government has recognised our Wild Dough’s exceptional quality and educational benefits, selecting it for their kinder kits four years in a row. This collaboration highlights our dedication to creating safe, Australian-made products that support children’s development. The journey to securing this opportunity wasn’t easy – the tender process was intricate and took months to complete. However, I approached it with a mindset of either winning the business or gaining invaluable insights about myself and my approach. It’s a testament to the importance of taking bold leaps in business and embracing challenges. For me, it’s never a failure – always a lesson or a success.
ISB: How do you envision Wild Dough’s growth in the next couple of years?
MH: The next chapter for Wild Dough is about going global while staying connected to our roots. We’re focused on expanding our international reach with a simplified product line for broader distribution. At the same time, we’ll continue innovating with new collections and engaging play solutions. Above all, our goal is to keep inspiring families, fostering creativity, and creating joyful moments in homes around the world.
ISB: If there is one piece of advice you can impart to someone who aspires to start their own business, what would that be?
MH: Follow your passion and believe in your vision. A business built on genuine love for what you do will resonate deeply with others. Be prepared to adapt, learn, and lean into challenges – they’re opportunities in disguise. Surround yourself with a supportive network, and don’t be afraid to think big while staying true to your values. With persistence and heart, success will follow.
