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The Independent UK
The Independent UK
Lifestyle
Erin Keller

Play-Doh creator makes nostalgic attempt to market toward adults

Hasbro PlayDoh
  • 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 FULL

Hasbro takes another shot at introducing Play-Doh for adults

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