Play-Doh Launches First Product Line for Adults
Hasbro's Play-Doh brand has introduced its first product line specifically designed for adults, named Blooms. This move targets the growing "kidult" consumer segment.
Play-Doh, the iconic brand owned by toy manufacturer Hasbro, has launched a new product line called Blooms, specifically designed for adults. This marks the first time in the brand's 70-year history that a Play-Doh set has been developed with a primary adult audience in mind.
The Blooms line is part of a broader strategy by Hasbro to tap into the expanding "kidult" segment, which refers to adults purchasing toys for their own enjoyment. This trend is prevalent across the toy industry, with competitors like Lego and Mattel also focusing on adult-oriented releases. The global toy industry saw an 8% growth in sales in 2026, reaching $123 billion, with a notable increase in the market share and spending from consumers aged 15 and older.
Hasbro reported a 14% revenue increase in 2025 after several years of decline. The company has identified significant returns from its "adults who play" segment, with over 60% of its audience being 13 years or older. New ventures aimed at adults include adult-themed games, collector's edition items, and collaborations.
The development of the Blooms line originated from an idea for a children's flower-making kit. The design and branding aimed to create something that feels enjoyable for adults as a form of crafting. The set includes specialized tools for creating realistic Play-Doh flowers intended for long-term display. The products start at $24.99.