Hasbro is taking one of its most recognizable children’s brands in a new direction. The toy company has introduced Blooms by Play-Doh, the first Play-Doh product line created specifically for adults, with DIY floral crafting kits starting at $24.99. According to Business Wire, the new collection focuses on creating realistic flower arrangements that adults can display as home décor rather than temporary play creations. The launch marks a significant shift for the Play-Doh brand, which has spent more than 70 years inspiring children’s creativity through hands-on play. Hasbro says Blooms by Play-Doh builds on that legacy while offering adults a different creative experience centered on mindfulness, crafting, and home decoration. Actor Millie Bobby Brown attended the New York launch event as Hasbro unveiled the new product line, helping introduce the brand’s latest push into the growing adult crafting market. Coverage of the event showed Brown alongside the new floral creations during the product debut. Instructions, how-to-videos help beginners get started According to Hasbro, every set includes Play-Doh compound, molds, sculpting tools, a vase, and a specially formulated finishing spray that helps preserve the completed flowers for display over an extended period. Each kit walks users through shaping individual petals before assembling them into finished bouquets. Step-by-step instructions and companion how-to videos also aim to make the kits accessible to beginners. Hasbro says the collection arrives as more adults turn to creative hobbies for relaxation. The company cited research involving more than 10,000 adults worldwide that found roughly one in seven participants use arts and crafts to relieve stress. Hasbro also said nearly 80% of Gen Z and Millennial respondents reported experiencing burnout, contributing to demand for hands-on creative activities. Millie Bobby Brown attended the launch of Blooms By Play-Doh, the first Play-Doh collection designed for adults, in NYC : Getty pic.twitter.com/xKuLmck8ld— Page Six (@PageSix) July 9, 2026 “The Play-Doh brand has always been about the limitless possibilities of imagination. That feeling doesn’t fade as you grow up, it evolves. 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,” Brian Baker, senior vice president of Play-Doh at Hasbro, said in the company’s Business Wire announcement. According to Hasbro, the products are now available through Amazon, Target and Walmart, while select items will also launch on TikTok Shop beginning July 16. The TikTok debut marks the Play-Doh brand’s first product launch on the platform. According to The Wall Street Journal, Hasbro announced a broader strategy last year to expand its audience among teens and adults, sometimes referred to as “kidults.” The company has also offered premium collectibles tied to franchises such as Star Wars and experimented with novelty Play-Doh Grown-Up Scents products in previous years. Hasbro executives told the publication that Blooms represents a more comprehensive effort to reposition Play-Doh for adult consumers through a distinct sub-brand rather than simply repackaging the traditional product. Hasbro priced larger kits higher depending on the style and arrangement.