Play-Doh Launches First Adult-Focused Set

Hasbro launched "Blooms by Play-Doh," the first Play-Doh set specifically designed for adults in the brand's 70-year history. This move targets the expanding "kidult" consumer base, which comprises adults investing in toys traditionally associated with children. The "Blooms" set starts at $24.99 and represents a significant effort by Hasbro to capture this demographic, following similar strategies by competitors like Lego and Mattel.

The "kidult" market has seen substantial growth, with adults becoming a key target audience for major toy manufacturers. This trend is partly attributed to a lessening stigma around adults engaging in childhood hobbies, potentially amplified by the pandemic. The global toy industry experienced an 8% growth in 2026, reaching $123 billion in sales, according to a June report by market research firm Circana. Circana describes this as an "inflection point" where play is evolving into a cross-generational and cross-category behavior.

While children under 10 still constitute the majority of the market share, accounting for over 65% of global toy sales, their proportion is gradually decreasing. Conversely, consumers aged 15 and older are increasingly contributing to toy sales, now representing nearly 20% of the total market. This demographic shows the fastest growth within the toy industry, indicating a strong demand for products appealing to older age groups. Hasbro's "Blooms" aims to leverage this trend by offering a product that, through clever design and branding, can appeal to adults who may not consider themselves crafty.