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Hasbro, a leading games, IP and toy company, today announced the launch of Blooms by Play-Doh, the first-ever Play-Doh line designed specifically for adults. The new collection reimagines the Play-Doh experience as an elevated way to craft realistic floral arrangements, marking the brand’s entry into the adult crafting and home décor space.
For more than 70 years, the Play-Doh brand has been synonymous with hands-on creativity for kids and families. Blooms by Play-Doh builds on that legacy, using the familiar compound to create intentional, lasting pieces. The line also represents a broader step forward for Hasbro as it expands beyond traditional play to engage fans across life stages.
“The Play-Doh brand has always been about the limitless possibilities of imagination. That feeling doesn’t fade as you grow up, it evolves,” said Brian Baker, Senior Vice President, Play-Doh at Hasbro. “Blooms by Play-Doh serves that need, offering 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.”
Each Blooms by Play-Doh kit guides users through creating lifelike flowers, from shaping individual petals to arranging a finished bouquet. The process is hands-on and immersive, with step-by-step instructions that make it approachable for beginners while delivering a polished result.
Once complete, creations can be preserved and displayed, offering a decorative piece made entirely by hand. A key innovation is the inclusion of a specially formulated finishing spray, which helps maintain the structure of the flowers over time so arrangements can be enjoyed for months.
This launch comes at a time when adults are redefining how and why they create. Hasbro research across more than 10,000 adults globally shows many are turning to hands-on creative activities to unwind, with roughly one in seven engaging in arts and crafts for stress relief. At the same time, nearly 80% of Gen Z and Millennials report feeling burned out, driving demand for creative outlets that feel both calming and purposeful.
Starting at $24.99, Blooms by Play-Doh kits in a range of sizes and styles are now available at Amazon, Target and Walmart. Select items from the line will also be live on TikTok Shop on July 16th, marking the Play-Doh brand’s first product debut on the platform, meeting consumers where they actively discover and engage with creative content.
Each kit includes everything needed to complete an arrangement, including Play-Doh compound, tools, molds, a vase and finishing spray. How-to videos for each kit are available on the Blooms by Play-Doh YouTube channel.
For more information, follow the Play-Doh brand on Facebook, Instagram and TikTok.