The Harbutt company marketed Plasticine as a children's toy by producing modelling kits based on characters from children's stories, such as Noddy, the Mr. Men and Paddington Bear. The original Plasticine factory was destroyed by fire in 1963 and replaced by a modern building. The Harbutt company produced Plasticine in Bathampton until 1983, when production was moved to Thailand. The Colorforms company was the major American licensee of Plasticine from 1979 until at least 1984. The use of a different chalk compound caused a product inconsistency, and the U.S. version was considered inferior to the original mix. Toys plc acquired Plasticine through its purchase of Peter Pan, Harbutt's parent company. In 1998, Mattel bought Bluebird and the brand was sold to Humbrol Ltd, famous for its model paints and owner of the Airfix model kit brand. Flair Leisure licensed the brand from Humbrol in 2005 and relaunched Plasticine. It acquired the brand outright, when Humbrol went into administration a year later.
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