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Hasbro Is “Aging Up”
Courtesy of Play-Doh
Hasbro is rolling out a new Play-Doh product aimed exclusively at adults… or “kidults,” as they’re known in the retail industry.
Why It Hits: Hasbro’s sales have slumped in recent years as kids play with toys less, but the company has returned to growth thanks to the resurgent popularity of Magic: The Gathering. Still, Hasbro wants to capture the all-ages appeal that rivals like LEGO have enjoyed. By getting adults to de-stress with a little Play-Doh sesh, the company could unlock a major new revenue stream: adults buying Play-Doh for themselves, not their kids.
Behind The Designs: Hasbro’s “Blooms by Play-Doh” wants adults to get a little color under their fingernails again.
Blooms are kits with step-by-step instructions for turning Play-Doh into stylish floral arrangements.
The finished creations are designed to be displayed… a bit like LEGO’s popular floral sets.
The company is targeting “screen-weary adults who turn to arts and crafts during periods of stress,” while leaning into more feminine tastes with the product’s floral theme, per The WSJ.
Final Shape: While this isn’t the first time Hasbro has tried to make a Play-Doh product for adults, it’s taking a much different marketing approach than it did with its first attempt in 2020. Not only is the company aging up the branding and design, but it’s also “enlisting more than 200 creators, from professional influencers to niche fans of pottery, crafts, or flower arranging,” to help promote it.
We’ll see if that helps Blooms bloom into the right kind of viral hit.
The Future: If Blooms takes off, expect it to become the next staple in Gen Z’s “analog bags.”
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.