A few percent of poly( butylene)-b-poly(tetramethylene glycol) was able to turn a liquid plasticizer into a gel, and thus imparted yield stresses to the fluid. When the plasticizer contained as little as 2.5 wt % of the block copolymer, sag free plastisols were obtained. A reduction in tensile strength was found for the modified plastisols, while the elongation was not affected.