Play-doh Launches Botanical Set Targeting Adult Fans
WHO:
Mashable - Hasbro is the toy maker behind Play-Doh.
Fast Company - Kate Fakonas is the senior director of design and innovation for Play-Doh.
WHAT:
NBC News Health - Hasbro's Blooms by Play-Doh line is available at Target, Amazon, and Walmart.
Fast Company - The Blooms line is Hasbro’s first adult-focused Play-Doh collection in its 70-year history.
Fast Company - The Blooms kits are designed to create displayable flower bouquets, shifting from a "make and remake" to a "make and display" concept.
Fast Company - The Play-Doh in Blooms has been reformatted into colorful tubes and scented with a fragrance designed to evoke fresh flowers, differing from the traditional red-and-yellow container.
NBC News Health - Hasbro's new Blooms by Play-Doh line allows adults to mold realistic-looking floral bouquets from classic Play-Doh compound, with kits starting at $25.
Fast Company - In the first quarter of 2026, Hasbro's largest revenue came from the card game Magic: The Gathering, which has a significant adult fan base.
Mashable - Hasbro launched "Blooms by Play-Doh," its first adult-focused Play-Doh collection.
Fast Company - Floral kits in the Blooms collection start at $24.99.
Fast Company - The global toy industry grew 8% in 2026 to $123 billion in sales.
Fast Company - Adults aged 15 and older now represent almost 20% of total toy sales, with their spending more than doubling since 2020.
Fast Company - Over 60% of Hasbro's audience is 13 or older.
Fast Company - Hasbro's revenue rose by 14% in 2025 after several years of decline.
WHERE:
Fast Company - The product is designed for adult consumers, indicating a shift in the target demographic for toys.
WHEN:
Fast Company - The report from Circana regarding the toy industry growth was published in June 2026.
WHY:
Fast Company - The stigma around adults pursuing hobbies previously reserved for children has lessened, partly due to the pandemic.
Fast Company - Hasbro aims to tap into the "kidult" segment, a growing consumer base of adults investing in toys.
HOW:
Fast Company - The larger Blooms kits feature a system of components that fit together to extrude petals of various shapes and sizes, while smaller kits include a mini rolling pin and hand-rolled wheels for creating flower petals.
Fast Company - The packaging for Blooms uses pastel colors and a chic font to appeal to adult consumers, differing from traditional Play-Doh branding.
Fast Company - The Blooms kits include a mini rolling pin and two hand-rolled wheels for creating scalloped and rippled petals, while larger kits feature a system of components that fit together to extrude petals of various shapes and sizes.
Fast Company - The Play-Doh in Blooms has been reformatted into colorful tubes and scented with a fragrance designed to evoke fresh flowers, differing from the traditional red-and-yellow container.
Fast Company - The Blooms line was developed after designers created a flower caddy kit for kids, which led to the realization that realistic and beautiful flower designs could be made with Play-Doh.
Fast Company - The Blooms kits include tools like a mini rolling pin and hand-rolled wheels for creating flower petals.
Fast Company - The packaging for Blooms uses pastel colors and a chic font to appeal to adult consumers, differing from traditional Play-Doh branding.
Fast Company - The Play-Doh in Blooms is reformatted into colorful tubes and scented with a fragrance designed to evoke fresh flowers.
(UPDATED July 10, 2026 18:23 UTC)
Hasbro has launched its first adult-focused Play-Doh collection, called Blooms by Play-Doh, which is now available at Target, Amazon, and Walmart. The Blooms kits allow users to create displayable flower bouquets, featuring colorful tubes of scented Play-Doh designed to evoke the essence of fresh flowers, and they come in chic packaging that appeals to adult consumers. The larger kits include components that extrude petals in various shapes, while the smaller kits come with a mini rolling pin and hand-rolled wheels for crafting flower petals.
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(UPDATED July 10, 2026 15:47 UTC)
Hasbro has launched a new line called Blooms by Play-Doh, allowing adults to create realistic floral bouquets from their classic compound, with kits starting at $25. The Blooms kits come equipped with a mini rolling pin and hand-rolled wheels for crafting unique petals, while larger kits include components that extrude petals in various shapes and sizes, all made from a newly scented Play-Doh designed to evoke the smell of fresh flowers. In the first quarter of 2026, Hasbro's top revenue source was the popular card game Magic: The Gathering, which boasts a strong adult following.
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(UPDATED July 10, 2026 11:56 UTC)
Hasbro has launched "Blooms by Play-Doh," its first adult-focused collection, designed to appeal to the growing "kidult" market. The floral kits start at $24.99 and include tools like a mini rolling pin for creating realistic flower designs, all packaged in chic pastel colors to attract adult consumers. This shift comes as adults aged 15 and older now represent nearly 20% of total toy sales, with their spending more than doubling since 2020, reflecting a broader trend in the toy industry.