Hasbro Relaunches Adult Play-Doh With New Name, No Ads

Hasbro is making a second attempt at winning over adult customers with its iconic modeling compound, this time under an entirely new brand name. The 102-year-old toy maker has launched Blooms by Play-Doh, a line designed to walk grown-up users through creating floral arrangements out of putty, according to a Wall Street Journal report.

Why the First Attempt Failed

Hasbro’s earlier push into the adult space, the 2020 Grown-Up Scents collection, stumbled badly. Despite carrying different branding and oddly specific fragrances like “mom jeans” and “overpriced latte,” the product still looked too similar to the children’s version. Hasbro Chief Marketing Officer Jason Bunge acknowledged the company had struggled to mature alongside its own longtime fan base, a gap that ultimately doomed the launch.

A Marketing Strategy Built Around Creators

Rather than repeat that mistake, Hasbro built Blooms as a standalone brand with no visual ties to classic Play-Doh packaging. The company is also skipping conventional advertising altogether, betting instead on roughly 200 influencers to drive awareness and sales. Bunge said paid media no longer delivers results for Hasbro, a shift that coincides with the company recently moving its media buying operations in-house rather than relying on outside agencies.

The relaunch arrives as part of a broader turnaround effort at Hasbro. The company’s most recent quarter showed revenue climbing 13% to $1 billion, a jump fueled largely by continued strength in “Magic: The Gathering,” even as sales of its core toy lineup remained flat. With Blooms, Hasbro is betting that a fresh identity and a creator-first marketing approach can succeed where its first adult-focused experiment fell short.