The ever-changing toys-to-life gaming space is making room for its newest entrant: Play-Doh.

Hasbro has debuted the Play-Doh Touch app and the Play-Doh Touch Shape to Life Studio set exclusively for Apple devices.

Developed in collaboration with London-based digital product studio ustwo Nordics, Play-Doh Touch brings creations to life through an immersive virtual world. The app lets kids use stampers, cutters and tools to shape a Play-Doh creation, which can then spin, dance and float. Real-life sculptures can also be scanned into the app and played with in the same way.

The Play-Doh Touch Shape to Life Studio set is available at Apple.com and at global Apple Stores. The set includes four tools, 15 cutters, seven cans of Play-Doh brand modeling compound and instructions. Early next year, both the set and app will be available on other platforms and at additional retailers.

Hasbro’s Q3 revenue recently topped US$1.6 billion, with the company’s entertainment and licensing segment seeing revenue increase 8% to US$56.1 million, largely driven by growth in consumer products and digital gaming.

The launch also comes as Play-Doh celebrates its 60th birthday with a renewed focus on incorporating technology into the brand.