Discover the Fun of ‘Kidulting’ With This Childhood Favorite Toy
Play-Doh has been a popular children’s toy for more than 70 years. The cans of brightly colored modeling compound helped kids make almost anything under the sun. In 1964, Play-Doh started selling in other countries and its popularity continued to grow.
Now, the brand is branching out with a new experience, Blooms by Play-Doh, which was designed for adults, according to a news release from Hasbro, the company that owns the brand. The Blooms line was launched on July 16, 2026, to break into the “kidulting” trend of adults playing with nostalgic toys.
“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, Play-Doh at Hasbro said in the press release.
Blooms by Play Dough
Each of the six Blooms kits, reported NBC News, has clear instructions on how to shape the petals and how to build a beautiful bouquet of flowers. The kits come with tools to help make the flowers and vase. The kits also come with a finishing spray to help your creations keep their shapes so that you can display them in your home.
The Blooms kits are available at selected retailers, but none carry the entire line. They range from $25 to $40. If you need help building them, Play-Doh offers tutorials on YouTube.
Kidulting
Blooms is Hasbro’s newest way of joining the kidult segment of toys. It is facing competition from LEGO and Mattel who already have lines for adults, according to Fast Company. LEGO offers flower building kits and art kits to reproduce masterpieces.
Over the last few years, adults have become an audience for toy companies. Hasbro has several other ventures aimed at adults that consist of card games and board games, but this is the first time it has entered the hobby realm.
The Blooms line shows that product design and branding can elevate a toy that was strictly for kids into something that is attractive for adults to do as a hobby. Kidulting became a trend during the pandemic when adults started to look for new hobbies to do at home.
“As we started seeing this insight and talking to consumers about what this could look like, we realized that our big differentiator is the Play-Doh itself,” Kate Fakonas, senior director of design and innovation for Play-Doh told Fast Company. “Our compound offers that tactile, squishy, really in-the-moment play that people love.”
But getting adults interested in a Play-Doh product was a big challenge. It all came down to branding. The box does not look like a typical Play-Doh product, and the product photos feature the finished product. The adult centered design even continues inside the package.
“We do see this as the beginning of something that is going to live at the intersection across creativity, home decor, even lifestyle — Play-Doh can now be part of that world and that conversation for adults,” Fakonas said.
