The news: Hasbro launched Blooms by Play-Doh, the brand’s first line designed specifically for adults to craft realistic floral arrangements rather than for kids’ open-ended play.

• The line carries a $24.99 price point and will be sold at Amazon, Target, and Walmart.
• Select items go live on TikTok Shop on July 16, marking Play-Doh’s first product debut on the platform.

Why this matters: Hasbro is chasing a larger share of the kidult market, the fastest-growing segment in toys, which accounts for nearly 20% of category sales and has more than doubled since 2020, per Circana.

The company already leans into this audience. Last year, it said more than 60% of its revenues come from consumers ages 13 and up, driven by products like Magic: The Gathering, Dungeons & Dragons, and action figures.

Implications for toy and CPG brands: Blooms represents an attempt to build an entirely new category around adult crafting.

While that’s a different approach from most kidult strategies—which tend to repackage existing IP like Barbie, Hot Wheels, and Star Wars for nostalgic collectors—it aligns with the playbook Lego used with its Botanical Collection. That bet paid off, as Lego’s Botanical Collection helped the brand appeal to first-time adult buyers. Blooms also shares some DNA with adult coloring books, which created a new retail category by reframing a childhood activity as a form of relaxation and self-expression for adults.

Hasbro is also taking a savvy approach to merchandising.

• The product’s $24.99 price point makes Blooms inexpensive enough to feel like an easy impulse buy or small gift, which is key to ensuring people come back for more instead of treating it as a one-off novelty.
• And by launching the product on TikTok Shop, Hasbro meets consumers where crafting and DIY content already thrives, increasing the odds that Blooms gets discovered rather than relying solely on traditional toy aisles.

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