Dive Brief:
- Hasbro announced the launch of Blooms by Play-Doh, a Play-Doh line for adults. The products mark the company’s entry into adult crafting and home decor, according to a Thursday press release.
- Users will be able to craft floral arrangements with a kit that includes Play-Doh compound, tools, molds, a vase, finishing spray and step-by-step instructions. How-to videos are also available on YouTube.
- Kits start around $25 and are available at Amazon, Target and Walmart. Some products will also be available on TikTok Shop on July 16, marking Play-Doh’s debut on the platform.
Dive Insight:
With Blooms by Play-Doh, Hasbro is banking on the rise of adult interest in the toy market.
For over seven decades, Play-Doh products have been associated with children’s creative play and development. Now, the toy brand wants to reach the rise in adult interest in analog activities and collectibles.
The kits allow users to create flowers by shaping individual petals and arranging a bouquet. The finished product can be preserved and displayed, utilizing a specially formulated spray that maintains the structure of the product for months.
The kits offer “a more elevated, hands-on way to slow down, get lost in the process and create something beautiful you can enjoy long after you’ve made it,” Brian Baker, senior vice president at Play-Doh, said in a statement.
Over half of toy growth between January and April this year came from women, according to a recent report by Circana. Furthermore, overall toy consumption is being led by adults, with consumers aged 18 and over accounting for 35% of the total industry growth. Sensory-focused items are a driver of acceleration within the product category.
“The toy industry’s promising start to 2026 reflects a unique intersection of resilient demand and evolving consumer behavior,” Kristen McLean, vice president of client insights for Circana’s Entertainment Knowledge Group, said in a statement last month.
Lego is another toy company that has recognized the importance of adults buying into the market. The company introduced its first botanical collection in 2021 as part of its Lego Sets for Adults range.
