Hasbro’s Renewed Effort to Capture Adult Play-Doh Enthusiasts
Hasbro, the venerable 102-year-old toy company, is making a fresh attempt to engage adult consumers with Play-Doh—a product traditionally beloved by children worldwide. This time, the company has launched Blooms by Play-Doh, a novel line designed to help adults craft intricate floral arrangements from putty. According to a Wall Street Journal report, this initiative represents a strategic pivot following Hasbro’s earlier, less successful attempt to “age up” its iconic brand.
Back in 2020, Hasbro introduced the Grown-Up Scents line, featuring playful scents such as “mom jeans” and “overpriced latte.” Despite the creative concept, the product struggled because it closely resembled the classic children’s Play-Doh packaging, which confused the target adult audience. Hasbro’s Chief Marketing Officer, Jason Bunge, acknowledged the challenge: the company had difficulty evolving its brand image while retaining its existing fan base.
A New Brand with a Fresh Approach
Learning from past missteps, Hasbro has now created an entirely new brand identity with Blooms by Play-Doh, deliberately distancing itself from the traditional Play-Doh aesthetic. Rather than relying on conventional advertising channels, the company is leveraging a robust influencer marketing campaign, engaging over 200 influencers to authentically connect with adult consumers. Bunge emphasized that “paid media doesn’t work for us anymore,” highlighting Hasbro’s strategic decision to bring media buying in-house to better control messaging and engagement.
This shift aligns with broader industry trends where influencer partnerships often yield deeper trust and relatability than traditional ads. By tapping into creative communities and adult hobbyists, Hasbro aims to position its putty as a creative outlet that resonates with adult sensibilities and lifestyle preferences.
Financial Performance and Market Context
Hasbro’s renewed focus on adult consumers coincides with encouraging financial results. The company recently reported a 13% revenue increase, hitting $1 billion in the most recent quarter. This growth was largely driven by the success of “Magic: The Gathering,” its flagship trading card game, even as core toy sales remained flat. This diversified portfolio suggests Hasbro is successfully navigating changing consumer preferences by balancing legacy products with innovative offerings.
As Hasbro continues to explore new ways to engage adults, the success of Blooms by Play-Doh will be a critical indicator of the brand’s ability to evolve while maintaining its heritage. With a carefully tailored product and modern marketing strategy, Hasbro is betting that adult creativity and nostalgia can coexist in a meaningful and profitable way.
