Sports firm Reebok has joined with toy firm Hasbro for a collection of Play-Doh toddlers' footwear.

The trainers, which have been specially developed for the needs of one- to three-year-olds, contain Play-Doh compound-inspired gel-cushioning material in the heels.

They also feature Reebok's Versaflex technology, which uses grooves in the outsole that allow for proper foot and arch development, wide upper construction that matches the natural shape of toddlers' feet, and lightweight materials that permit children to walk naturally.

"Kids have been unleashing their imagination by creating masterpieces with their hands and the beloved Play-Doh modelling compound for 50 years," said Leigh Anne Cappello, VP of marketing for Hasbro's preschool brands.

"The combination of Reebok's Versaflex technology, designed to meet the needs of toddlers' growing feet, combined with the rainbow of bright Play-Doh compound colours, makes these kickers appealing for both kids and their moms."

'Reebok Play-Doh' trainers are available at Kids Footlocker, Sears and Shoe Show stores throughout the US. The shoes retail for around US$30 and come with two one-ounce cans of Play-Doh modelling compound.

Collaborations such as this on children's apparel and shoes can be lucrative for companies. Other such deals include Payless ShoeSource's and Crocs' deals with Disney, and Benetton's deal with Barbie for the 'Barbie Loves Benetton' range.