Hasbro is once again trying to prove Play-Doh isn’t just for kids.

The toy maker is launching Blooms by Play-Doh, a new line of craft kits designed for adults as it works to expand the iconic brand beyond its traditional audience, the company announced Thursday.

Instead of molding toy food or imaginary creatures, users create decorative floral arrangements to be displayed. Starting at $24.99, the kits are now sold at Amazon, Target and Walmart, with select products launching on TikTok Shop July 16, Business Wire reports.

The kits mark Hasbro’s biggest push yet into the growing “kidult” market, tapping into demand for creative, stress-relieving hobbies. The launch also supports the company’s “Playing to Win” strategy, unveiled in 2025, which aims to expand its brands across consumers 13 and older while growing its digital gaming, collectibles and direct-to-consumer businesses.

“The Play-Doh brand has always been about the limitless possibilities of imagination. That feeling doesn’t fade as you grow up, it evolves,” Brian Baker, Senior Vice President of Play-Doh at Hasbro, said in a statement. “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.”

Hasbro’s latest push into the adult market comes after several difficult years for the toy industry. Following a pandemic-era boom in toy sales, demand slowed, leading the company to diversify its business and rely more on franchises such as Magic: The Gathering, Dungeons & Dragons and premium collectibles.

More recently, Hasbro returned to growth, reporting that first-quarter 2026 revenue rose 13 percent to $1 billion, driven largely by its Wizards of the Coast gaming division, while consumer product sales remained relatively flat, according to The Wall Street Journal.

This isn’t Hasbro’s first attempt to market Play-Doh to adults. In 2020, the company introduced “Grown-Up Scents,” featuring nostalgic fragrances like overpriced latte and mom jeans, followed by a 1990s-inspired collection with scents reminiscent of VHS rentals and mall food courts. But those products failed to gain traction because they still looked too much like traditional Play-Doh, making it hard for adults to see them as products made for them, Chief Marketing Officer Jason Bunge told The Wall Street Journal.

With Blooms, Hasbro is taking a different approach. Instead of simply repackaging Play-Doh, the company created a separate sub-brand centered on decorative floral arrangements, giving it more of an arts-and-crafts feel than a children’s toy. Hasbro is also relying heavily on influencer partnerships and algorithm-driven digital advertising, saying those campaigns now outperform traditional marketing channels.

“If we market this as a traditional Play-Doh toy, we will fail,” Bunge reportedly told his team, per the outlet.