Play-Doh creator makes nostalgic attempt to market toward adults

Stay up to date with notifications from The IndependentNotifications can be managed in browser preferences.Jump to contentThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged inAllNewsSportCultureLifestyle(Getty)Hasbro is launching "Blooms by Play-Doh," a new line of craft kits specifically designed for adults. These kits allow users to create decorative floral arrangements, moving beyond the brand's traditional children's toy image. Priced from $24.99, the products are available at major retailers like Amazon, Target, and Walmart, with some launching on TikTok Shop. This initiative represents Hasbro's biggest push into the "kidult" market, aiming to expand the Play-Doh brand to consumers aged 13 and older. The company is adopting a new marketing strategy, creating a distinct sub-brand and utilizing influencer partnerships, after previous adult-targeted Play-Doh products failed. In fullHasbro takes another shot at introducing Play-Doh for adultsMore bulletinsThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in

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