The game is not just for children. It is an identity, emotional and social language that adults increasingly integrate into their daily lives with naturalness and pride and that has given shape to an interesting segment for brands that has been nicknamed “kidult”. ‘Blooms’ is aimed at them, the first Play-Doh line designed specifically for adults.

The Hasbro brand expands its creative legacy of more than 70 years of experience with a new range of products designed to help adults create, relax, concentrate and enjoy molding floral arrangements with plasticine. In this sense, Play-Doh follows in the footsteps of Lego, which has focused its proposal for adults on the Botanicals range, also inspired by the floral world, among others.

“This new collection reinvents the Play-Doh experience, offering a sophisticated way to create realistic floral arrangements, marking the brand’s entry into the world of crafts and home decor for adults.“, the brand explained in a statement regarding its strategic move. “This line also represents a significant step forward for Hasbro, expanding beyond traditional gaming to connect with fans of all ages.”.

‘Blooms by Play-Doh’ has been released with four different kits. Each one includes everything you need to create the floral arrangement: Play-Doh, tools, molds, a vase, and setting spray. In addition, it includes a printed guide that details the steps to follow, from shaping the petals to assembling the entire bouquet.
These instructions are complemented by video tutorials on the YouTube channel dedicated to Blooms by Play-Doh.

As explained by Hasbro, it is a practical and immersive process, and accessible to beginners. Beyond creating the arrangement, flowers can be preserved and displayed, offering a completely handmade decorative piece that can be enjoyed for months.

The company already markets its new products from $24.99 through Amazon, Target and Walmart. Select items from the line will also be available on the TikTok Shop starting July 16, marking the debut of a Play-Doh product on the platform.

The Blooms packaging has been designed with the intention of capturing the attention of adults and convincing them that they can play with plasticine. At first glance, the consumer might not even realize that Blooms is a Play-Doh product. Its packaging uses subtle pastel colors, far from the flashy main colors typical of Play-Doh, and its main logo discreetly features the inscription “by Play-Doh.” For their part, the product photos show the floral arrangements in an elegant way, and move away from the brand’s usual illustrations.

The launch reflects the ambition of the brand, traditionally associated with playful moments of people at an early age, to capitalize on new consumer segments and expand its audiences. The brand itself points out that the development of this new line is part of a time when adults are redefining their ways of creating. Taking as a reference its own research carried out among 10,000 adults, Play-Doh assures that one in seven adults practices crafts to relieve stress.

“The Play-Doh brand has always been characterized by the infinite possibilities of imagination. That feeling does not disappear with age, but evolves“said Brian Baker, Senior Vice President of Play-Doh at Hasbro, in a statement.”‘Blooms by Play-Doh’ fills that need, offering a more sophisticated and hands-on way to relax, immerse yourself in the process, and create something beautiful that can be enjoyed long after you’ve made it.”.

The brand has launched the new range for adults with the help of actress Millie Bobby Brown and in an experiential event that has allowed them to discover the different sets and make their own creations using the brand’s plasticine and tools.

Play-Doh joins the trend that has marked the toy sector in recent years and that has led companies to bet on adults to diversify their businesses. In recent years, Mattel, for example, has created a version of Ken inspired by LeBron James, or a replica of the Tesla Cybertruck by Hot Wheels. Additionally, with Uno it has created Uno Social Club, a brand experience to promote socialization among adults.