Play-Doh is inviting adults to embrace their creative side with Blooms by Play-Doh, a collection that transforms the modeling compound into lifelike floral arrangements.
The launch marks the brand’s entry into the crafts and home decor categories.
According to Hasbro, the collection taps into a growing trend of adults turning to creative hobbies as a way to relax and unwind. Research conducted by the company among more than 10,000 adults globally found that roughly one in seven regularly engages in arts and crafts to help manage stress.
This isn’t Play-Doh’s first attempt to win over adult consumers. In 2020, the brand launched its Grown Up Scents range, a collection of modelling compounds infused with nostalgic aromas inspired by everyday adult experiences.
“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, SVP of 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 includes modeling compound, molds, a vase, finishing spray, and a step-by-step guide for creating realistic floral arrangements.
The company said the kits are designed to be approachable for beginners while offering an immersive crafting experience.
Unlike traditional Play-Doh creations, Blooms by Play-Doh can be preserved using a specially formulated finishing spray, allowing floral arrangements to be displayed for months.
One missed opportunity, however: The flowers don’t come with floral scents.
Blooms by Play-Doh starts at $24.99 and is available through Amazon, Target, and Walmart. Instructional videos for each kit are also available on YouTube.
- Further reading: Digital gaming growth underpins Hasbro sales increase.
