Oxydol is the name of a laundry detergent sold in the United States and in the United Kingdom. It was created in 1914 by Thomas Hedley Co. of Newcastle upon Tyne and purchased by Procter & Gamble in 1927, it was P&G's first detergent. In the 1930s, Oxydol was the sponsor of the Ma Perkins radio show, considered the first soap opera. As Oxydol sponsorship put the soap in "soap opera". P&G sold the brand in 2000 to Redox Brands, a marketing company founded by former Procter & Gamble employees. Redox Brands was merged into CR Brands in 2006.